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TitleLuxury brand management : a world of privilege
Author Michel Chevalier, Gerald Mazzalovo
Imprint Singapore : John Wiley & Sons, 2012
Edition 2nd ed.
Descript xx, 316 p. : ill. ; 24 cm

SUMMARY

"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


Brand name products -- Management Branding (Marketing) Luxuries -- Marketing

LOCATIONCALL#STATUS
Central Library (4th Floor)658.827 C527LCHECK SHELVES
Sasin Library658.827 C527L 2012CHECK SHELVES

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