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Managing Luxury Brands

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B01=Eleonora Cattaneo
Category1=Non-Fiction
Category=KJC
Category=KJD
Category=KJMV7
Category=KJS
COP=United Kingdom
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eq_business-finance-law
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Language_English
Luxury brand strategy
Luxury consumers
Luxury digitalization
Luxury experience
Luxury industry
Luxury marketing
PA=Available
Price_€20 to €50
PS=Active
softlaunch
Sustainable luxury

Product details

  • ISBN 9781398606401
  • Weight: 535g
  • Dimensions: 156 x 235mm
  • Publication Date: 03 Mar 2023
  • Publisher: Kogan Page Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
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Description

Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present.

Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs).

With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides for each chapter. This textbook is an invaluable resource for any student studying luxury brand management.
About
Eleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.