The Management of Luxury: An International Guide (2nd Revised edition)

The Management of Luxury: An International Guide (2nd Revised edition)

By: Sven Reinecke (editor), Benjamin Berghaus (editor), Gunter Muller-Stewens (editor)Paperback

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Description

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 Author

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

Contents

  • Section - ONE: The Luxury Market;
    • Chapter - 01: The market and business of luxury;
    • Chapter - 02: Classifying luxury and prodigality;
    • Chapter - 03: Exploring luxury consumer behaviour;
    • Chapter - 04: Identity-driven luxury brand management;
  • Section - TWO: Luxury Brand Strategy;
    • Chapter - 05: Public luxury representatives;
    • Chapter - 06: Curating the creative genius in luxury firms;
    • Chapter - 07: Arts meet luxury brands;
    • Chapter - 08: Luxury as societal mentor;
    • Chapter - 09: Preserving luxury exclusivity through art;
    • Chapter - 10: Brand charismatic legitimacy and marketing of adoration;
    • Chapter - 11: Digital media in monobrand stores;
  • Section - THREE: Luxury Business Strategy;
    • Chapter - 12: The Chinese market;
    • Chapter - 13: Entering the Chinese market;
    • Chapter - 14: Managing brand extensions in the luxury industry;
    • Chapter - 15: Managing luxury brands in the digital environment;
    • Chapter - 16: Competing as a luxury SME;
    • Chapter - 17: Insisting on luxury to survive;
    • Chapter - 18: Managing price fluctuations of raw materials through innovation;
    • Chapter - 19: The Counterfeit Timer (c);
    • Chapter - 20: Acting on luxury counterfeiting;
    • Chapter - 21: Luxury brands as employers;
    • Chapter - 22: The impact of luxury brands on employees;
  • Section - FOUR: Luxury Responsibility;
    • Chapter - 23: Heritage of luxury and responsibility;
    • Chapter - 24: Luxury organizations and responsibility: a toolbox;
    • Chapter - 25: Luxury organizations and social responsibility;

Product Details

  • ISBN13: 9780749481827
  • Format: Paperback
  • Number Of Pages: 496
  • ID: 9780749481827
  • weight: 825
  • ISBN10: 074948182X
  • edition: 2nd Revised edition

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