000			03309nam a2200313Ia 4500
001			1329
008			230305s2012 xx 000 0 und d
020			_a9781118171769
040			_cTBS
041			_aeng
043			_aen_UK
050			_a HD69.B7 _bC476 2012
100			_aChevalier, Michel _d1943- _97174 _eauthor
245		0	_aLuxury brand management _b: a world of privilege _c/ Michel Chevalier, Gerald Mazzalovo.
250			_aSecond edition.
260			_bSingapore : Wiley, 2012.
300			_axx, 316 pages : illustrations, graphs, charts (black and white) ; 24 cm.
504			_aIncludes bibliographical references and index.
505			_aThe Concept of Luxury ― Specificities of the Luxury Industry ― Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, Wines and Spirits, Jewelry and Watches, Leather Goods and Hotels and Hospitality ― The Power of the Luxury Brand ― The Luxury Client ― Brand Analytical Tools ― Managing creation ― Communication ― International Distribution ― Retailing ― Licensing Strategy.
520			_aWhat 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.
650		0	_aLuxury goods industry _97363
650		0	_aBrand name products _xManagement _92369
650		0	_aLuxuries _xMarketing _97147
650		0	_aBranding (Marketing) _96284
653			_aBibliography B3 FLM - Managing Creation, Design & Innovation
653			_a Bibliography MSc - Fashion & Luxury Marketing Management: Reference Handbooks
700			_aMazzalovo, Gérald _eauthor _97173
942			_2lcc
999			_c1336 _d1336