Description: Management of Luxury : An International Guide, Paperback by Berghaus, Benjamin (EDT); Müller-Stewens, Günter (EDT); Reinecke, Sven (EDT), ISBN 074948182X, ISBN-13 9780749481827, Brand New, Free shipping in the US This guide contains 25 chapters by marketing, management, and other specialists from Europe, China, Australia, and the US, who discuss management in the luxury market from an international perspective. They describe the market itself, including luxury research, a socio-historical perspective on the field, luxury consumer behavior, and the construction of luxury brands; luxury brand strategy, including the role of the public face of brands, the concept of curating creative genius within luxury brands, the role of art for luxury, the role of luxury as a societal mentor, the implementation of art in the luxury retail setting, brand charisma and the marketing of adoration, and the ization of the retail space and branded behavior; luxury business strategy, with discussion of the Chinese market, the role of online business organizations in the luxury market, managing brand extensions, competition, counterfeiting, attracting employees, and the role of luxury image for management performance; and the role of corporate social responsibility. This edition has been updated to incorporate the newly evolving direction of Asian market trends and how to integrate ization into sales and product strategies. Annotation ©2018 Ringgold, Inc., Portland, OR ()
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Restocking Fee: No
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Book Title: Management of Luxury : An International Guide
Number of Pages: 496 Pages
Language: English
Publication Name: Management of Luxury : an International Guide
Publisher: Kogan Page, The Limited
Publication Year: 2018
Item Height: 1.1 in
Subject: Marketing / General, International / Marketing, Economics / General, Management
Item Weight: 30 Oz
Type: Textbook
Subject Area: Business & Economics
Author: Günter Müller-Stewens
Item Length: 9.2 in
Item Width: 6.2 in
Format: Trade Paperback
