"Luxury Brand Management: A World of Privilege is the first comprehensive book on luxury brand management. Written by two renowned insiders, the authors provide a broad definition of luxury and examine more than 450 internationally known brands from a spectrum of industries. The book reconciles management, marketing and creation with real-life examples and management tools that the authors have successfully used in their professional careers." -- Jacket
CONTENT
The concept of luxury -- Specificities of the luxury industry -- Major luxury sectors -- The power of the luxury brand -- The luxury client -- Brand analytical tools -- Managing creation -- Communication -- International distribution -- Retailing -- Licensing strategy
