Luxury Brand Management : A World of Privilege
by Michel Chevalier; Gerald MazzalovoFormat: Hardcover
Pub. Date: 2008-03-01
Publisher(s): Wiley
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Summary
A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
Table of Contents
| Introduction | p. vii |
| Specificities of the luxury industry | p. 1 |
| Major luxury sectors | p. 33 |
| The power of the luxury brand | p. 81 |
| Brand lifecycle | p. 117 |
| The luxury client | p. 149 |
| Brand identity | p. 177 |
| Managing creation | p. 233 |
| Communication | p. 265 |
| International distribution | p. 295 |
| Retailing | p. 321 |
| Logistics and licensing | p. 353 |
| The brand audit | p. 373 |
| Index | p. 411 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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