Luxury brand management : a world of privilege /
Chevalier, Michel, 1943-
Luxury brand management : a world of privilege / Michel Chevalier, Gerald Mazzalovo. - xiv, 423 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Specificities of the luxury industry -- Major luxury sectors -- The power of the luxury brand -- Brand lifecycle -- The luxury client -- Brand identity -- Managing creation -- Communication -- International distribution -- Retailing -- Logistics and licensing -- The brand audit. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12.
"Luxury Brand Management: A World of Privilege is the first comprehensive book on luxury brand management. Written by two renowned insiders, the authors provide a broad definition of luxury and examine more than 450 internationally known brands from a spectrum of industries. The book reconciles management, marketing and creation with real-life examples and management tools that the authors have successfully used in their professional careers."--BOOK JACKET.
0470823267 9780470823262
Brand name products--Management
Branding (Marketing)
Luxuries--Marketing
HD69.B7 / C473 2008
658.827
Luxury brand management : a world of privilege / Michel Chevalier, Gerald Mazzalovo. - xiv, 423 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Specificities of the luxury industry -- Major luxury sectors -- The power of the luxury brand -- Brand lifecycle -- The luxury client -- Brand identity -- Managing creation -- Communication -- International distribution -- Retailing -- Logistics and licensing -- The brand audit. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12.
"Luxury Brand Management: A World of Privilege is the first comprehensive book on luxury brand management. Written by two renowned insiders, the authors provide a broad definition of luxury and examine more than 450 internationally known brands from a spectrum of industries. The book reconciles management, marketing and creation with real-life examples and management tools that the authors have successfully used in their professional careers."--BOOK JACKET.
0470823267 9780470823262
Brand name products--Management
Branding (Marketing)
Luxuries--Marketing
HD69.B7 / C473 2008
658.827