Luxury Marketing and Brand Strategy

Theory and Practice for a Changing World
1. Auflage 2025
ISBN: 978-1-032-97395-1
Verlag: Taylor & Francis Ltd

Buch, Englisch, 260 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 453 g

Reihe: Mastering Luxury Management

This text provides a comprehensive and strategic overview of luxury marketing and brand management, guiding brands to balance tradition with innovation as they navigate modern challenges and seize opportunities in a rapidly evolving global market.

The book explores the core aspects of luxury branding, including the defining traits of luxury brands, the dominance of major luxury groups and the resilience of independent brands with storied histories. It explores the delicate balance required to maintain a brand’s luxury status amidst evolving consumer expectations, technological advancements and sustainability concerns. Students will gain insight into innovative marketing strategies, from the use of NFTs and blockchain to the integration of AI and the metaverse in enhancing customer experiences. Offering a clear and engaging pathway through the complexities of luxury brand management, the authors draw on their extensive academic and professional experience, presenting a rich blend of theoretical insights and real-world global and cross-industry case studies from prestigious brands like Cartier, Van Cleef & Arpels, Chanel, Ferrari, Orient-Express and many others.

This textbook is designed to be the cornerstone for advanced undergraduate and postgraduate courses in luxury marketing and luxury brand management. With a focus on the latest trends and future directions in luxury marketing, Luxury Marketing and Brand Strategy is not only an academic resource but also a practical guide for navigating and succeeding in the dynamic luxury market.

Online resources include PowerPoint lecture slides for each chapter, sample answers for discussion questions, and a test bank. Please visit www.routledge.com/9781032973951.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Cook, Gina

Olšanová, Kveta

Olsanova, Kveta

Zlatic, Marija

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Textilindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

1. Flashback to the Origins of Luxury 2. The Worlds of Luxury 3. Luxury Geography and Demographics: Understanding the Basics of "Who" and "Where" 4. The Enduring Principles Specific to Luxury Brand Management 5. Distribution: Balancing Traditional Channels and E-Commerce 6. Corporate Social Responsibility and Sustainability 7. Emerging Technologies in the Management of Luxury Brands

Über Autor(innen)

Kveta Olšanová is Associate Professor at the Prague University of Economics and Business. Dr. Olšanová has an extensive marketing background and close connections with the luxury industry.

Gina Cook is Professor in the College of Business at Metropolitan State University of Denver in Colorado, USA, where she teaches international business and marketing courses.

Marija Zlatic taught marketing for many years at Prague University of Economics and Business and has recently transitioned into the private sector, focused on luxury strategy and technology.