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What is included with this book?
Learn about the luxury brand industry from the inside out with this masterful and insightful resource
The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry.
Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers:
Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
MICHEL CHEVALIER is an expert in luxury brand management and retailing. He was Executive Vice President of Bluebell Asia Ltd, a distributor of luxury brands, operating retail stores in Asia. He also managed the Paco Rabanne perfumes and fashion companies. He is now the president of Parfums Dusita, Paris, and a visiting professor of Luxury Management at HEC Paris and Universita Cattolica di Milano. He is the co-author of Luxury Brand Management (with Gérald Mazzalovo) and Luxury Retail Management (with Michel Gutsatz).
GÉRALD MAZZALOVO is a brand expert who has been managing brands for the past 30 years. He has been CEO of brands such as Ferragamo (USA), Loewe, Ungaro, Bally, Clergerie and recently Jim Thompson Thai silk. He is currently a senior research fellow and faculty member at Sasin School of Management of Chulalongkorn University in Bangkok, Thailand. Gérald has taught in universities in France, Italy and Spain and has extensively published books and academic articles on brand management in general.
Introduction
Chapter 1 The Concept of Luxury
Chapter 2 Specificities of the luxury industry
Chapter 3 Major luxury sectors
Chapter 4 The power of the luxury brand
Chapter 5 The luxury client
Chapter 6 Brand Identity: concepts and analytical semiotic tools
Chapter 7 Additional Brand Analytical Tools
Chapter 8 Creation and merchandising
Chapter 9 Communication and digital disruption
Chapter 10 Becoming a global brand
Chapter 11 Retail management
Chapter 12 Sustainability and authenticity
Annexe A Applying brand identity analytical tools: The case of Sasin School of Business, the leading Thai business school, Chulalongkorn University (Bangkok, Phuket)
Annexe Glossary of digital-related terms
Index
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.