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Management of Luxury

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analysis and research
ansoff
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B01=Benjamin Berghaus
B01=Prof. em Dr. Günter Müller-Stewens
B01=Sven Reinecke
brand awareness
brand management
business and marketing
business and technology
business class
business machines
buyers and sellers
car market
Category1=Non-Fiction
Category=KJMV7
Category=KJS
co-creation
COP=United Kingdom
cross-sectional
customer relationship management
Delivery_Delivery within 10-20 working days
digital marketing
economies of scale
entrants
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
existing market
expected to grow
fashion brands
food and beverage
foreign market
full-service
geographics
global brands
global market
goods and services
guinness world records
hospitality industry
hotel management
in-game
inns
integrator
jstor
key performance indicators
Language_English
las vegas strip
lifestyle management
luxury brands
luxury cars
luxury consumption
luxury hotels
luxury industry
luxury management
luxury market
luxury products
market analysis
market leaders
market research
market segmentation
market share
market size
market study
marketing and advertising
marketing and sales
marketing management
marketing strategies
methods and techniques
on-site
online market
opportunities and threats
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Price_€20 to €50
problem or situation
product or service
products and services
products or services
PS=Active
research and analysis
research and development
retailers
return on investment
sale of goods
sales management
social media
social media channels
social media marketing
social media platforms
softlaunch
strategic management
strategic marketing
target market
techniques for analyzing
training and development
travel and tourism
use of digital
vertical integration
vision and mission
wedel
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word of mouth

Product details

  • ISBN 9780749481827
  • Weight: 850g
  • Dimensions: 157 x 234mm
  • Publication Date: 03 Jun 2018
  • Publisher: Kogan Page Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
  • Language: English
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Description

Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing.

The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession, heritage, counterfeiting and competing effectively as a luxury SME.

Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.
About

Benjamin Berghaus is Head of the Competence Center for Luxury Management at the Institute of Marketing of University of St.Gallen (HSG), Switzerland.

Günter Müller-Stewens is Professor of Management and Organization at the University of St.Gallen (HSG), Switzerland, and Director of its Institute of Management.

Sven Reinecke is Associate Professor of Business Administration, specialized in Marketing, and Director of the Institute of Marketing at the University of St.Gallen (HSG), Switzerland.