{"product_id":"luxury-brand-management-in-digital-and-sustainable-times-isbn-9781119706281","title":"Luxury Brand Management in Digital and Sustainable Times","description":"\u003cp\u003e\u003cb\u003eLearn about the luxury brand industry from the inside out with this masterful and insightful resource\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe newly revised Fourth Edition of \u003ci\u003eLuxury Brand Management in Digital and Sustainable Times\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eReaders 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eA new chapter on the \"Luxury of Tomorrow,\" with a particular focus on authenticity and durable development\u003c\/li\u003e \u003cli\u003eA 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\u003c\/li\u003e \u003cli\u003eA rewritten chapter on \"Luxury Clients\" that considers the geographical changes in luxury consumption\u003c\/li\u003e \u003cli\u003eConsiderations on the emerging notion of \"New Luxury\"\u003c\/li\u003e \u003cli\u003eMajor updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry\u003c\/li\u003e \u003cli\u003eNew semiotic analytical tools developed from the authors’ contemporary brand management experiences\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect 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.\u003c\/p\u003e \u003cp\u003eIntroduction vii\u003c\/p\u003e \u003cp\u003eChapter 1: The Concept of Luxury 1\u003c\/p\u003e \u003cp\u003eChapter 2: Specificities of the Luxury Industry 38\u003c\/p\u003e \u003cp\u003eChapter 3: Major Luxury Sectors: Ready-to-Wear, Perfumes and Cosmetics, and Leather Goods 66\u003c\/p\u003e \u003cp\u003eChapter 3: Major Luxury Sectors: Wines and Spirits, Jewelry and Watches, and Hotels and Hospitality 98\u003c\/p\u003e \u003cp\u003eChapter 4: The Power of the Luxury Brand 130\u003c\/p\u003e \u003cp\u003eChapter 5: The Luxury Client 161\u003c\/p\u003e \u003cp\u003eChapter 6: Brand Identity: Concepts and Analytical Semiotic Tools 188\u003c\/p\u003e \u003cp\u003eChapter 7: Additional Brand Analytical Tools 227\u003c\/p\u003e \u003cp\u003eChapter 8: Creation and Merchandising 276\u003c\/p\u003e \u003cp\u003eChapter 9: Communication in Digital Times 324\u003c\/p\u003e \u003cp\u003eChapter 10: Managing a Global Brand 377\u003c\/p\u003e \u003cp\u003eChapter 11: Retail Management 417\u003c\/p\u003e \u003cp\u003eChapter 12: Sustainability and Authenticity 452\u003c\/p\u003e \u003cp\u003eAppendix A: Applying Brand Identity Analytical Tools 483\u003c\/p\u003e \u003cp\u003eAppendix B: Glossary of Digital-Related Terms 491\u003c\/p\u003e \u003cp\u003eIndex 497\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eMICHEL CHEVALIER\u003c\/b\u003e is an expert in luxury brand management and retailing. He was Executive Vice President of Bluebell Asia Ltd, a distributor of luxury brands, operating retail stores in Asia. He also managed the Paco Rabanne perfumes and fashion companies. He is now the president of Parfums Dusita, Paris, and a visiting professor of Luxury Management at HEC Paris and Universita Cattolica di Milano. He is the co-author of \u003ci\u003eLuxury Brand Management\u003c\/i\u003e (with Gérald Mazzalovo) and \u003ci\u003eLuxury Retail Management\u003c\/i\u003e (with Michel Gutsatz).  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eGÉRALD MAZZALOVO\u003c\/b\u003e is a brand expert who has been managing brands for the past 30 years. He has been CEO of brands such as Ferragamo (USA), Loewe, Ungaro, Bally, Clergerie and recently Jim Thompson Thai silk. He is currently a senior research fellow and faculty member at Sasin School of Management of Chulalongkorn University in Bangkok, Thailand. Gérald has taught in universities in France, Italy and Spain and has extensively published books and academic articles on brand management in general.   \u003c\/p\u003e\u003cp\u003e\u003ci\u003eLuxury Brand Management in Digital and Sustainable Times\u003c\/i\u003e explores the many complex aspects of the luxury brand industry. This comprehensively updated fourth edition fills the need for a book that presents a fresh perspective on the contemporary luxury brand landscape, discusses the most recent trends in the industry, and presents some analytical and managing tools for the brand manager. \u003c\/p\u003e\u003cp\u003eFilled with illustrative examples of more than 450 brands, it examines the notion of luxury and explores the need for contemporary luxury brands to be authentic, sustainable and consistent with their own identity. This new edition takes into account the geographical changes in luxury consumption and reviews new client profiles with a section on the international Chinese customer. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eLuxury Brand Management in Digital and Sustainable Times\u003c\/i\u003e provides a unique blend of macro- and micro-economic considerations of an industry which serves the natural human desires towards excellence and beauty. It includes updates to the industry's data and figures, including information on market size, turnover and profitability of leading luxury companies; and provides the reader with analytical tools designed to aid in the development of an effective management of brand identity.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDiscover what drives the success and failure of luxury brands in today's disrupted markets\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eThe newly revised and thoroughly updated \u003ci\u003eFourth Edition\u003c\/i\u003e of \u003ci\u003eLuxury Brand Management in Digital and Sustainable Times\u003c\/i\u003e re-examines the contemporary luxury brand landscape in light of recent technological, social, political and demographic trends and developments. Accomplished luxury professionals and authors Michel Chevalier and Gérald Mazzalovo walk readers through the management, communication, distribution, logistics, and creation aspects of the modern luxury company; and share the insightful lessons they've learned from their multiple and most recent experiences in Europe, Latin America, Middle East, USA and Asia. Over 450 brands are examined, and every major luxury sector is discussed: fashion, perfumes and cosmetics, wines and spirits, jewelry and watchmaking, leather goods, and hotels. \u003c\/p\u003e\u003cp\u003eThe book includes an insightful treatment of the ascendant importance of concepts of identity, authenticity, and sustainability in luxury markets and provides readers with an examination of the strategic and operational issues faced by luxury brands. Data and industry figures, including market size, turnover, and profitability, are rigorously updated, and the reader is provided with analytical tools that assist in the development and management of brand identities. \u003c\/p\u003e\u003cp\u003ePerfect for MA, MBA and DBA students, as well as students of courses, programs, or degrees in Luxury Brand Management, this book\u003ci\u003e\u003c\/i\u003e also belongs on the bookshelves of marketing, branding, and advertising professionals and students who seek to improve their understanding of the drivers of success in today's markets.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989546352869,"sku":"NP9781119706281","price":45.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119706281.jpg?v=1761784544","url":"https:\/\/k12savings.com\/es\/products\/luxury-brand-management-in-digital-and-sustainable-times-isbn-9781119706281","provider":"K12savings","version":"1.0","type":"link"}