- Explains how to streamline marketing and management processes across a luxury business
- Contributes unique strategies from more than fifty luxury thought leaders across Europe, Asia, Australia and the Americas
- New to this edition: how to manage the changing Asian markets, the digitalization of sales, communication and product, new strategies for the evolving market and business of luxury
- Shares high profile insights to case studies such as Louis Vuitton, Leica and Moët-Hennessy
The Management of Luxury
An International Guide
Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing.
Key features at a glance
EAN: 9780749481827
Edition: 2
Published:
Format: 234x157
496 pages
About the book
Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing.
The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession, heritage, counterfeiting and competing effectively as a luxury SME.
Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.
About the authors
Benjamin Berghaus is Head of the Competence Center for Luxury Management at the Institute of Marketing of University of St.Gallen (HSG), Switzerland.
Günter Müller-Stewens is Professor of Management and Organization at the University of St.Gallen (HSG), Switzerland, and Director of its Institute of Management.
Sven Reinecke is Associate Professor of Business Administration, specialized in Marketing, and Director of the Institute of Marketing at the University of St.Gallen (HSG), Switzerland.
The Management of Luxury is probably the only book the specialist working in luxury brand management needs to feel more prepared to tackle the challenges the luxury market poses - and be able to make more informed decisions.
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