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The meaning of luxury and the type of customer that buys luxury continues to evolve. As a result, companies have to constantly rethink their marketing strategies to keep up with consumers' shifting expectations.
The Management of Luxury consists of 26 contributions from 51�international�experts that discuss�key strategies for premium brand success. Using unique research and case studies from a vast array of leading brands including Burberry, Grey Goose, and Rolex,�they examine how luxury is evolving and which fundamental aspects of the business need to be prioritized in a time of change and transition.
The book provides a strategic approach to luxury management and focuses on four key areas:�market, brand strategy, business strategy and responsibility. In addition, it analyzes the latest trends, such as the impact of social media and the role of emerging markets, and offers�a multicultural perspective designed to create challenges to�the traditional, established rules�of an ever-evolving�industry.
- Sales Rank: #1688001 in Books
- Published on: 2014-09-28
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.26" w x 6.00" l, 2.20 pounds
- Binding: Hardcover
- 488 pages
Review
"[T]he most detailed and multifaceted coverage of luxury marketing I have come across...the only book the specialist working in luxury brand management would need to read to feel more prepared to tackle the challenges the luxury market poses, and be able to make more informed decisions." (Michael Baicoianu Brand Uniq)
"Focusing on the key strategic areas of market, brand strategy, business strategy and luxury responsibility, this book delivers a veritable mass of information... If you are new to the luxury sector this would be a particularly excellent desk resource and initiation to the different world of luxury products. Even if you have been working in this sector for a long time, you surely cannot fail to get some benefit from this book." (Darren Ingram Darren Ingram Media)
About the Author
The Management of Luxury is a collection of 26 articles written by 51 individual contributors from around the world, edited by Benjamin Berghaus, G�nter M�ller-Stewens,�and Sven Reinecke.
Benjamin Berghaus�is Manager of the "Research Program for Luxury Brands" at the Institute of Marketing�at the�University of St.Gallen (HSG), Switzerland.��
G�nter M�ller-Stewens is Professor of Management and Organization and Director of the Institute of Management at the University of St.Gallen (HSG).
Sven Reinecke is�Professor of Management and Director of the Institute of Marketing at the University of St.Gallen (HSG).
Contributors:
Emil Annen, Institute of Marketing at the University of St Gallen
Eric Arnould, Professor of Marketing at the University of Southern Denmark
Elisa Arrigo, Assistant Professor of Management at the University of Milan-Bicocca
Verena Batt, Research and Teaching Assistant at the University in Basel
Carsten Baumgarth, Professor of Marketing and Brand Management at the Berlin School of Economics and Law
Stefan Behrens, Scientific Research Assistant at the Leibniz University of Hannover
Philip Beil, Partner at Roland Berger Strategy Consultants
Michael Breazeale, Assistant Professor of Marketing at Mississippi State University
Ludovica Cesareo, Sapienza University of Rome
Claude Chailan, Professor and Programme Director at EM Strasbourg Business School�
Camille Depigny, Project Manager
Delphine Dion, Associate Professor at Sorbonne Graduate Business School
Alexander Gaus, Senior Consultant at Roland Berger Strategy Consultants
Kaibin He, Beijing University's Guanghua School of Management
Klaus Heine, Assistant Professor of Luxury Marketing at EMLYON Business School
Sabrina Helm, Associate Professor of Retailing at the University of Arizona
Nadine Hennigs, Assistant Professor at the Leibniz University of Hannover
Anurag Hingorani, Deputy Head and Senior Lecturer at the University of Technology, Sydney
Michael J�ckel, Professor of Sociology�at Trier University
Olga Louisa Kastner, Project Manager at Kommunikationnsagentur Liganova
Christiane Klarmann, Scientific Research Assistant at the Leibniz University of Hannover
Eirini Koronaki, Athens University of Economics and Business
Charles Aaron Lawry, Assistant Professor of Marketing at Pace University�
Nicole Lohrisch,�Research Assistant at the Berlin School of Economics and Law
Christopher R Long, Senior Data Analyst at Quantiful, LLC
Anne-Flore Maman, Founder and�Owner of S�mioConsult
Farah Montesa, Experienced in the New York fashion industry�
Daniela Ott,�Chief Operating Officer at Kering Luxury
George Panigyrakis, Professor of Marketing at Athens University of Economics and Business�
Alberto Pastore, Professor of Business Management at Sapienza University of Rome
Michel Phan, Associate Professor of Luxury Marketing at EMLYON Business School
Michael Reinhold, Head of the Centre of Competence at the University of St Gallen
France Riguelle, Teaching and Research Assistant at the University of Liege's HEC�Business School
Ren� Rohrbeck, Associate Professor of Strategy at Aarhus University
Marcus Sch�gel, Director of the Institute of Marketing at the University of St Gallen
Fabian Sommerrock, Principal at Roland Berger Strategy Consultants
Alexander Stigelski, Research Fellow at the Leibniz University of Hannover�
Prokopsis Theodoridis, Assistant Professor of Marketing at the Food and Agricultural Enterprises of the University of Patras�
Timo Tischer, Institute of Marketing at the University of St Gallen
Ivan Valek,�Writer
Didier Van Caillie, Director of the Research Centre on Corporate Performance (CEPE) and Professor at the University of Liege's HEC�Business School
Sofia Vassou, Food and Agricultural Enterprises at the University of Patras
Vera Waldschmidt, Institut f�r Marketing und Dienstleistungsforschung Wirtschafts- undSozialwissenschaftliche Fakult�t at the University of Rostock
David S Waller, University of Technology, Sydney Business School
Rui Wang, Associate Professor of Marketing at Peking University
Yue Wen, Beijing University's Guanghua School of Management
Klaus-Peter Wiedmann, Chair and Director of the Institute of Marketing and Management at the Leibniz University of Hannover
Duane Windsor, Lynette S. Autrey Professor of Management at Rice University's Jesse H. Jones Graduate School of Business
Most helpful customer reviews
0 of 0 people found the following review helpful.
Immensely great
By Autamme_dot_com
This book is just like the luxury brands and products that it features: it is desirable, valuable and yet it might be out of reach for many! This is a colossus of a book, considering the meaning of luxury and the type of customer that buys luxury continues through 26 chapter contributions by 51 international experts.
Focussing on the key strategic areas of market, brand strategy, business strategy and luxury responsibility, this book delivers a veritable mass of information, much of which even as an industry professional you might not have realised that you needed. Luxury brand managers are the focus for this book, even though a lot of the information would be interesting to the curious generalist. The book’s price – which is not unreasonable when you consider what you are getting – sadly means it will not be an impulse buy for an average reader.
It can be a bit of a hard read due, in part, to its sheer bulk and its academic nature. Perseverance will be a virtue. Nothing is left to chance. If you are new to the luxury sector this would be a particularly excellent desk resource and initiation to the different world of luxury products. Even if you have been working in this sector for a long time, you surely cannot fail to get some benefit from this book, whether it is additional knowledge, new perspectives, confirmation of existing viewpoints or pointers to even more focussed, detailed research sources.
Reproducing the key chapter titles should give a great overview as to just how comprehensive this book is, and remember there can be many sub-chapters too: The market and business of luxury: an introduction, Classifying luxury and prodigality, Exploring luxury consumer behaviour, Identity-based luxury brand management, Public luxury representatives, Curating the creative genius in luxury firms, Arts meet luxury brands, Luxury as societal mentor, Preserving luxury exclusivity through art, Brand charismatic legitimacy and marketing of adoration, Digital media in monobrand stores, Gravity shift from West to East, The Chinese market: entry modes, Entering the Chinese market, Managing brand extensions in the luxury industry, Luxury brands enter the online market, Competing as a luxury SME, Insisting on luxury to survive, Managing price fluctuations of raw materials through innovation, The counterfeit timer, Acting on luxury counterfeiting, Luxury brands as employers, The impact of luxury brands on employees, Heritage of luxury and responsibility, Luxury organisations and responsibility: a toolbox and finally Luxury organisations and social responsibility: a cast study.
Phew! If this is not enough, each chapter has a mass of bibliographic references/notes and, of course, there is a very detailed index at the end.
A review cannot do it justice. If you even remotely have a need for a book of this kind and won’t take the risk of buying blind, go to a bookstore, put it in your hand and prepare to see a prompt walk to the cash till with your credit card in hand! Impossible as it may be, it would be great if this book could be distilled into something for the generalist with a price to match, allowing even more to get a great insight into this diverse, fascinating industry.
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