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The Road To Luxury: The Evolution, Markets and Strategies of Luxury Brand Management

The Road To Luxury: The Evolution, Markets and Strategies of Luxury Brand Management

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About the Book

A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business
As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies.
• The definitive insider's guide to the luxury sector by leading figures in the field
• Includes rigorous academic data, including information on the business attractiveness and appropriateness of various country markets
• Examines strategies and success factors of key players, and insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as management styles
For professionals in the luxury industry, as well as those studying it or investing in it, The Road to Luxury presents a complete and information-packed resource covering virtually every aspect of this growing sector.

About the Author

Ashok Som, Christian Blanckaert



Table of Contents:
Acknowledgments About the Authors Prologue: The Pink Bag Chapter 1: Introduction: Definition and Crisis of Luxury Issues of Defining Luxury Crisis The Luxury Industry Reaction to the Crisis of Global Markets Effect of Crisis on the Luxury Industry Strategic Response to Crisis Conclusion Chapter 2: Evolution of the Global Luxury Market Evolution How Has It Changed? Luxury Industry Trends Conclusion Chapter 3: Who’s Who of Luxury The Consumers The Actors Conclusion Chapter 4: Branding Luxury Marketing: Highly Creative and Selective Cobranding: Does It Enhance Branding or Selling? Brand Extensions Pricing Storytelling: Culture, Event, and Communication Digital Marketing Discussion Conclusion Chapter 5: Brand Identity, Clients, and Ethos Brand Identity Ethos Clients Discussion Conclusion Chapter 6: Family Houses, Corporatization, and New Entrants What Is a Family Business? Family Business during Crisis Family Businesses of the Future: Corporatization Changes during Transition from Family Business to Corporation Entrepreneurs and New Entrants Trends and Discussion Conclusion Chapter 7: Management Styles in the Luxury Industry Path Dependency: Management Styles Managing Paradoxes Examples of Styles Analysis Conclusion Chapter 8: Skills Historical Craftsmanship Entrepreneurial Designers The Sales Team The Professional Managers Skills Required Managing Talent Conclusion Chapter 9: Services: The Point of Sale Issues in Point-of-Sale The Customer Dimension The Service Dimension Conclusion Chapter 10: Systems and Operations in the Luxury Business The Challenge Global Supply Chain Customer Relationship Management Information Technology Conclusion Chapter 11: Retail, Distribution, and E-Commerce Channels of Distribution Travel Retail and Duty-Free Stores Strategic Decisions in Geographic Expansion Online Distribution and E-Commerce Conclusion Chapter 12: Intellectual Property Rights and Counterfeiting Counterfeiting: Issues for Luxury Brands The Issue of Legality Is It an Emerging Market Phenomenon? Effect on a Brand Examples of Responses to Counterfeiting What to Do to Prevent Counterfeiting? Gray Market Conclusion Chapter 13: Emerging Markets and Emerging Market Luxury Brands Brazil Russia India China Strategic Actions Conclusion Chapter 14: The Future and Questions to Ponder Research Design, Methodology, and Data Collection Bibliography Index


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Product Details
  • ISBN-13: 9788126554331
  • Publisher: Wiley India Pvt Ltd
  • Binding: Hardback
  • No of Pages: 464
  • ISBN-10: 8126554339
  • Publisher Date: April, 2015
  • Language: English

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