Luxury brand management in the context of its core values Marketing management of luxury brands requires specific tools, different from those used on the mass market. A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management. Chevalier, M. And Mazzalovo, G. (eds) (2012) The Luxury Client, in Luxury Brand Management: A World of Privilege, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ. Luxury Brand Management: A World of Privilege. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers.
* Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more * Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing * Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world. show more
Goodreads helps you keep track of books you want to read.
Start by marking “Luxury Brand Management: A World of Privilege” as Want to Read:
Rate this book
See a Problem?
We’d love your help. Let us know what’s wrong with this preview of Luxury Brand Management by Michel Chevalier.
Not the book you’re looking for?
Preview — Luxury Brand Management by Michel Chevalier
A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
![]()
Published May 18th 2012 by Wiley
To see what your friends thought of this book,please sign up.
To ask other readers questions aboutLuxury Brand Management,please sign up.
Be the first to ask a question about Luxury Brand Management
This book is not yet featured on Listopia.Add this book to your favorite list »
Rating details
|
Dec 31, 2013Junita Riany rated it it was amazing · review of another edition
Eyes opening towards luxury business. This is a good reference for those who want to start or already engaged to this industry.
Irasema Rivas rated it really liked it
Sep 01, 2016
Martina Åvall rated it really liked it
May 03, 2016 Luxury Brand Management A World Of Privilege
Melissa Bullinger rated it really liked it
Jan 12, 2013
Jaeleen Bennis rated it it was amazing
Sep 05, 2015
Carolin Knottenbeld rated it it was amazing
Nov 01, 2018
There are no discussion topics on this book yet.Be the first to start one »
Recommend It | Stats | Recent Status Updates
Luxury Brand Management A World Of Privilege Michel Chevalier Gerald Mazzalovo
See top shelves…
Luxury Brand Management A World Of Privilege
4followers
Comments are closed.
|
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |