ENGLISH

The road to luxury the new frontiers in luxury brand management cloth

By Ashok Som; Christian Blanckaert

Book information

Year
2021
ISBN
9781119741312, 1119741319
Language
english
Format
PDF
Filesize
8 MB (8602138 bytes)
Edition
Second
Pages
\515
Time added
2021-09-16 10:38:25

Description

Cover Title Page Copyright Page Contents Acknowledgments About the Authors Prologue Part I Understanding the Luxury Business Chapter 1 Introduction—Definition and Crisis of Luxury Issues of Defining Luxury Crisis The Luxury Industry Reaction to the Crisis of Global Markets The Effect of a 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 Market Saturation Luxury Marketing: Highly Creative and Selective The Nine Ps of Luxury Brand Marketing for the Nomad of Tomorrow Discussion Conclusion Chapter 5 Brand Identity, Ethos, Clients Brand Identity Ethos Clients Discussion Pricing of Luxury Goods Conclusion Part II Luxury Management and Markets Chapter 6 Family-Run Houses, Corporatization, and New Entrants What Is a Family-Run Business? Family-Run Business During a Crisis Family-Run Businesses of the Future: Corporatization Changes During the Transition from a Family-Run Business Model to That of a Corporation Entrepreneurs and New Entrants into Existing Markets Trends and Discussion Conclusion Chapter 7 Management Styles in the Luxury Industry Path Dependency and Its Influence on Management Styles Managing Paradoxes Examples of Styles Analysis Conclusion Chapter 8 Skills Craftsmanship Through History Entrepreneurial Designers The Sales Team Professional Managers Perspective of the Conglomerates Managing Talent Conclusion Chapter 9 Managing Operations and Supply Chainin the Luxury Business The Challenge The Global and the Local Supply Chain Customer Relationship Management and Customer Experience Conclusion Chapter 10 Services: The Point of Sale Issues at Point of Sale The Customer Experience Dimension The Service Dimension The Phygital Dimension Conclusion Part III Contemporary issues and the new frontiers Chapter 11 Digitalization of Retail—E-commerce, Platforms, and Omnichannel Introduction Evolution of Distribution and Retailing Conclusion Chapter 12 Sustainability, Circularity, and the New Era of Luxury Introduction Definitional Issue and “the Right Strategy” Social, Environmental, and Economic Challenges The Social Challenge The Environmental Challenge The Economic Challenge The Three Challenges Forces Shaping the Sustainability Model for Luxury Business Sustainable Business Model Best Practice for the Luxury Business Conclusion Chapter 13 New Markets and the Future A Consolidated Industry The Frontier Markets The Pandemic Aftermath The future The New Frontier Chapter 14 Epilogue: How to Create a Luxury Brand Case Studies on Luxury Entrepreneurship Revisiting the 9Ps as the Essentials of Building a Luxury Brand Expanding into International Markets as a Way of Growth for Emerging Brands in Frontier Markets Research Design, Methodology, and Data Collection Index EULA

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