Contemporary Issues in Luxury Brand Management

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today.

Autorentext

Sylvie Studente is Assistant Professor at Regent's University London.

Eleonora Cattaneo is Professor of Marketing at César Ritz Colleges Switzerland.

Inhalt

SECTION 1: PEOPLE AND HISTORY Chapter 1: Luxury Throughout History Chapter 2: Luxury Start-Ups Chapter 3: Contemporary People Issues in Luxury Brand Management SECTION 2: LUXURY PRODUCTS Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge Chapter 5: The Case of the Wine Experience Chapter 6: Luxury and Sustainability SECTION 3: DIGITAL BUSINESS Chapter 7: Social Media Marketing in Luxury Brand Management Chapter 8: Digital Marketing and Analytics for Luxury Brands Chapter 9: The Future of Commerce with Digital Business