{"product_id":"contemporary-issues-in-luxury-brand-management-9780367859305","title":"Contemporary Issues in Luxury Brand Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability.\u003c\/p\u003e\u003cp\u003eApproaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice.\u003c\/p\u003e\u003cp\u003eWith additional PowerPoint slides and a test bank of questions available online, this comprehensive text\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\"A very useful text for any luxury brand management student, or luxury practitioner, interested in increasing their knowledge in contemporary luxury issues and the evolving luxury consumer\"\u003cstrong\u003e - Debbie Pinder, \u003c\/strong\u003e\u003cem\u003eUniversity of Southampton, UK\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003e\"A good blend of practical and theoretical focus with new conceptual ideas to provide a multi-angle and comprehensive examination of the challenges of current luxury strategies.\"\u003cstrong\u003e - Nastaran N Richards-Carpenter\u003c\/strong\u003e,\u003ci\u003e Programme Director of Luxury Brand Management, Richmond University, UK\u003c\/i\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eSECTION 1: PEOPLE AND HISTORY Chapter 1: Luxury Throughout History Chapter 2: Luxury Start-Ups Chapter 3: Contemporary People Issues in Luxury Brand Management SECTION 2: LUXURY PRODUCTS Chapter 4: Legal Protection for Luxury Goods and the Counterfeiting Challenge Chapter 5: The Case of the Wine Experience Chapter 6: Luxury and Sustainability SECTION 3: DIGITAL BUSINESS Chapter 7: Social Media Marketing in Luxury Brand Management Chapter 8: Digital Marketing and Analytics for Luxury Brands Chapter 9: The Future of Commerce with Digital Business\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":51018080977239,"sku":"9780367859305","price":39.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780367859305.jpg?v=1750775568","url":"https:\/\/bookcurl.com\/products\/contemporary-issues-in-luxury-brand-management-9780367859305","provider":"Book Curl","version":"1.0","type":"link"}