The Management of Luxury: A Practitioner's Handbook
- 7h 16m
- Benjamin Berghaus, Günter Müller-Stewens, Sven Reinecke (eds)
- Kogan Page
- 2014
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.
About the Editors
The Management of Luxury is a collection of 26 articles written by 51 individual contributors from around the world, edited by Benjamin Berghaus, Guenter Mueller-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.
Günter Müller-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).
In this Book
-
The Management of Luxury—A Practitioner’s Handbook
-
The contributors
-
Preface
-
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© Jekyll and Hyde’s roles in a multi-faceted illegal business
-
Acting on luxury counterfeiting
-
Luxury brands as employers
-
The impact of luxury brands on employees
-
Heritage of luxury and responsibility
-
Luxury organizations and responsibility: a toolbox
-
Luxury organizations and social responsibility: a case study
