Luxury brand management in digital and sustainable times : a new world of privilege

**Learn about the luxury brand industry from the inside out with this masterful and insightful resource** The newly revised Fourth Edition of __Luxury Brand Management in Digital and Sustainable Times__ delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: * A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development * A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool * A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption * Considerations on the emerging notion of "New Luxury" * Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry * New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.

Learn about the luxury brand industry from the inside out with this masterful and insightful resource

The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry.

Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers:

• A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development
• A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool
• A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption
• Considerations on the emerging notion of "New Luxury"
• Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry
• New semiotic analytical tools developed from the authors’ contemporary brand management experiences

Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.

L'éditeur précise : "Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the'Luxury of Tomorrow,'with a particular focus on authenticity and durable development A completely revised chapter on'Communication in Digital Times,'which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on'Luxury Clients'that considers the geographical changes in luxury consumption Considerations on the emerging notion of'New Luxury'Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors'contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector." Luxury Brand Management In Digital And Sustainable Times, 4th Edition Presents Both The Macro And Micro-economic Aspects Of The Luxury Industry And The Management, Marketing, Distribution, Logistics And Creation Axes Specific To The Industry. Illustrated With Many Examples (over 450 Brands Are Examined), It Offers A General Vision Of The Main Luxury Sectors (fashion, Perfumes And Cosmetics, Wines And Spirits, Jewellery And Watchmaking, Leather Goods And Hotels) With Precise Indications On The Size Of The Different Sectors And Information On The Financial Aspects Of The Main Actors. It Also Discusses The Relevant Considerations On The Notion Of Luxury And The Implications Of The Growing Importance Of Authenticity And Sustainable Development On The Management Of Luxury Brands And Provides An Analysis Of The Strategic Issues Faced By The Companies Featured In The Book. This New Edition Includes: A New Chapter On The “luxury Of Tomorrow,” With Particular Focus On Authenticity And Durable Development To Take Into Account The Issues Of The Consumers Movement And The Concept Of Using Organic/natural Resources In Producing Luxury Goods An Entirely Rewritten Chapter On “luxury Clients” To Take Into Account The Geographical Changes In The Luxury Consumption Of The New Client Profiles, And A Dedicated Section On The Chinese Customers (in Asia, The Us And Europe) Major Updates To The Data And Industry Figures (market Size, Turnover And Profitability Of Leading Companies) To Cover The Changes That Have Taken Place Since The Publication Of The Prior Edition Analytical Tools That Aid In Developing Management Of Brand Identity "As the demand for management know-how among luxury firms continues to grow, more and more business schools are also offering specialized programs for managing luxury brands. This comprehensive reference book will be essential for anyone looking to pursue a career in the expansive and global industry of luxurious products and services"-- Provided by publisher