The Road To Luxury: The Evolution, Markets, and Strategies of Luxury Brand Management
- 7h 51m
- Ashok Som, Christian Blanckaert
- John Wiley & Sons (US)
- 2015
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 Authors
ASHOK SOM is Professor of Global Strategy in the Management Department at ESSEC Business School, Paris-Singapore. He is the founder of the India Research Center, was the Founding Associate Dean of the Global MBA program, and the founder of the Global Management Programs on Luxury and Retail Management (in partnership with Indian Institute of Management (IIM) Ahmedabad, India.
CHRISTIAN BLANCKAERT is the Chairman of Petit-Bateau. He is also the Senior Advisor of Eurazeo and a board member of Moncler and Champagne Piper-Heidseick. He has previously served as Executive Vice President of Hermes International from 1996 to 2009.
In this Book
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Prologue—The Pink Bag
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Introduction—Definition and Crisis of Luxury
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Evolution of the Global Luxury Market
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Who's Who of Luxury
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Branding
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Brand Identity, Clients, and Ethos
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Family Houses, Corporatization, and New Entrants
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Management Styles in the Luxury Industry
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Skills
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Services—The Point of Sale
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Systems and Operations in the Luxury Business
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Retail, Distribution, and E-Commerce
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Intellectual Property Rights and Counterfeiting
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Emerging Markets and Emerging Market Luxury Brands
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The Future and Questions to Ponder
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Research Design, Methodology, and Data Collection
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Bibliography
