000			03236nam a2200277Ia 4500
001			3316
008			230305s2021 xx 000 0 und d
020			_a9781119706281
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aLuxury brand management in digital and sustainable times a new world of privilege
250			_a4th ed.
260			_bWiley, _c2021
505			_aThe Concept of Luxury - Specificities of the Luxury Industry - Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, and Leather Goods - Major Luxury Sectors: Wines and Spirits, Jewelry and Watches, and Hotels and Hospitality - The Power of the Luxury Brand - The Luxury Client - Brand Identity: Concepts and Analytical Semiotic Tools - Additional Brand Analytical Tools - Creation and Merchandising - Communication in Digital Times - Managing a Global Brand - Retail Management - Sustainability and Authenticity - Applying Brand Identity Analytical Tools - Glossary of Digital-Related Terms.
520			_aThe newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. ; Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: ; A new chapter on the 'Luxury of Tomorrow,' with a particular focus on authenticity and durable development ; A completely revised chapter on 'Communication in Digital Times,' which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool ; A rewritten chapter on 'Luxury Clients' that considers the geographical changes in luxury consumption ; Considerations on the emerging notion of 'New Luxury' ; Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry ; New semiotic analytical tools developed from the authors' contemporary brand management experiences. ; Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
630			_aHD INDUSTRIES. LAND USE. LABOR _937
650		0	_aBrand name products _xManagement _92369
650		0	_aLuxury goods industry _97363
650		0	_aLuxuries _xMarketing _97147
650		0	_aBranding (Marketing) _96284
700			_aMazzalovo, Gérald _eAutor _97173
700			_aChevalier, Michel _d1943- _eAutor _97174
942			_a1 _2lcc
999			_c3150 _d3150