The road to luxury: The evolution, markets and strategies of luxury brand management /
Ashok, Som
The road to luxury: The evolution, markets and strategies of luxury brand management / The road to luxury Ashok Som & Christian Blanckaert, author - Singapore : Wiley, 2015 - xiv, 450 p. ; 25 cm.
Chapter 1: Introduction: Definition and crisis of luxury Issues of defining luxury page 5-28 -- Chapter 2: Evolution of the global luxury market page 29-46 -- Chapter 3: Who's who of luxury page 47-88 -- Chapter 4: Branding page 89-132 -- Chapter 5: Brand identity, clients, and ethos page 133-154 -- Chapter 6: Family houses, corporatization, and new entrants page 155-194 -- Chapter 7: Management styles in the luxury industry page 195-234 -- Chapter 8: Skills page 235-264 -- Chapter 9: Services: The Point of Sale page 265-284 -- Chapter 10: Systems and operations in the luxury business page 285-306 -- Chapter 11: Retail, distribution, and e-commerce page 307-336 -- Chapter 12: Intellectual property rights and counterfeiting page 337-366 -- Chapter 13: Emerging markets and emerging market luxury brands page 367-410 -- Chapter 14: The future and questions to ponder page 411-420
9780470830024 3103
LUXURIES--MARKETING
LUXURY GOODS INDUSTRY
BRAND NAME PRODUCTS--MANAGEMENT
HD 9999.L852 / A83T 2015
The road to luxury: The evolution, markets and strategies of luxury brand management / The road to luxury Ashok Som & Christian Blanckaert, author - Singapore : Wiley, 2015 - xiv, 450 p. ; 25 cm.
Chapter 1: Introduction: Definition and crisis of luxury Issues of defining luxury page 5-28 -- Chapter 2: Evolution of the global luxury market page 29-46 -- Chapter 3: Who's who of luxury page 47-88 -- Chapter 4: Branding page 89-132 -- Chapter 5: Brand identity, clients, and ethos page 133-154 -- Chapter 6: Family houses, corporatization, and new entrants page 155-194 -- Chapter 7: Management styles in the luxury industry page 195-234 -- Chapter 8: Skills page 235-264 -- Chapter 9: Services: The Point of Sale page 265-284 -- Chapter 10: Systems and operations in the luxury business page 285-306 -- Chapter 11: Retail, distribution, and e-commerce page 307-336 -- Chapter 12: Intellectual property rights and counterfeiting page 337-366 -- Chapter 13: Emerging markets and emerging market luxury brands page 367-410 -- Chapter 14: The future and questions to ponder page 411-420
9780470830024 3103
LUXURIES--MARKETING
LUXURY GOODS INDUSTRY
BRAND NAME PRODUCTS--MANAGEMENT
HD 9999.L852 / A83T 2015