Книга “Управление люксовыми брендами в цифровую эпоху и устойчивое время” автор Мишель Чевалиер расскажет вам о том, как управлять люксовым брендом изнутри. В ней вы найдете подробный обзор макро- и микроэкономических аспектов управления, коммуникации, распространения, логистики и создания в индустрии роскоши. Эксперты Мишель Чевалиер и Джеральд Маццалово предоставят читателям всеобъемлющее представление о том, какие тенденции определяют современный ландшафт бренда класса люкс, и о стратегиях, которые компании, представленные в книге, должны принимать во внимание.
В новом издании добавлено несколько глав, в том числе “Роскошь завтрашнего дня”, где особое внимание уделяется подлинности и долговечности развития, а также полностью переписанная глава о “Коммуникациях в цифровую эру”.
Если книга незнакома вам, то вот краткое описание: "Learn about the luxury brand industry from the inside out" with this masterpiece and insightful reference study. The newly revised fourth edition of "Luxury Brand Management: In Digital and Sustainable Time" delivers a timely examination of what characterizes today's luxury brand landscape, as well as current trends which impact the industry. Distinguished professionals and authors, Michel Chevalié and Gerald Mazaló, provide readers a comprehensive review of the economic aspects of macro and micro management pertaining to communication, spread, storage, and production of items in the world of luxury wealth. Readers will study the growing significance of genuineness and sustainability for the management in the area of fashionwear, perfumes, cosmetics, liqueurs, hotels, jewelry, and more. They'll will learn about strategic matters facing businesses mentioned in the well-known volume. This revised edition features: A new segment on "The Luxury of Tomorrow," emphasizing genuineness-based development, as an area of special focus. A completely re-written chapter on "Communication in Digital DNA," which weighing in on the modern nature of brand image and effective engagement with customers and introduces the concept of a "Custom Customer Journey" as a fundamental marketing tool. A revised section on "Luxury customers" varying the geographic disorder in classy purchases. Examinations concerning the rising notion of "New Class" Enhanced updates to industry data, and new segments allotted to the world of hospitality. New semeiotics analytical methods developed out of interactive experience. Ideal for students in MA and MBA programs, thanks to its richness in themes and it's sheer comprehensiveness, "Luxury brand Management," appear in the libraries of every marketing, brand-name advertising, and communication professional, searching to obtain an inside view into the big trends and driving forces behind success throughout this industry.
Электронная Книга «Luxury Brand Management in Digital and Sustainable Times» написана автором Michel Chevalier в году.
Минимальный возраст читателя: 0
Язык: Английский
ISBN: 9781119706304
Описание книги от Michel Chevalier
Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the “Luxury of Tomorrow,” with a particular focus on authenticity and durable development A completely revised chapter on “Communication in Digital Times,” which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on “Luxury Clients” that considers the geographical changes in luxury consumption Considerations on the emerging notion of “New Luxury” Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
