Description

Book Synopsis


Table of Contents

Introduction vii

Chapter 1: The Concept of Luxury 1

Chapter 2: Specificities of the Luxury Industry 38

Chapter 3: Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, and Leather Goods 66

Chapter 3: Major Luxury Sectors: Wines and Spirits, Jewelry and Watches, and Hotels and Hospitality 98

Chapter 4: The Power of the Luxury Brand 130

Chapter 5: The Luxury Client 161

Chapter 6: Brand Identity: Concepts and Analytical Semiotic Tools 188

Chapter 7: Additional Brand Analytical Tools 227

Chapter 8: Creation and Merchandising 276

Chapter 9: Communication in Digital Times 324

Chapter 10: Managing a Global Brand 377

Chapter 11: Retail Management 417

Chapter 12: Sustainability and Authenticity 452

Appendix A: Applying Brand Identity Analytical Tools 483

Appendix B: Glossary of Digital-Related Terms 491

Index 497

Luxury Brand Management in Digital and

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    A Hardback by Michel Chevalier, Gerald Mazzalovo

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      View other formats and editions of Luxury Brand Management in Digital and by Michel Chevalier

      Publisher: John Wiley & Sons Inc
      Publication Date: 03/12/2020
      ISBN13: 9781119706281, 978-1119706281
      ISBN10: 1119706289

      Description

      Book Synopsis


      Table of Contents

      Introduction vii

      Chapter 1: The Concept of Luxury 1

      Chapter 2: Specificities of the Luxury Industry 38

      Chapter 3: Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, and Leather Goods 66

      Chapter 3: Major Luxury Sectors: Wines and Spirits, Jewelry and Watches, and Hotels and Hospitality 98

      Chapter 4: The Power of the Luxury Brand 130

      Chapter 5: The Luxury Client 161

      Chapter 6: Brand Identity: Concepts and Analytical Semiotic Tools 188

      Chapter 7: Additional Brand Analytical Tools 227

      Chapter 8: Creation and Merchandising 276

      Chapter 9: Communication in Digital Times 324

      Chapter 10: Managing a Global Brand 377

      Chapter 11: Retail Management 417

      Chapter 12: Sustainability and Authenticity 452

      Appendix A: Applying Brand Identity Analytical Tools 483

      Appendix B: Glossary of Digital-Related Terms 491

      Index 497

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