Название: Advances in Luxury Brand ManagementАвтор: Jean-No?l Kapferer and Joachim Kernstock
Издательство: Palgrave Macmillan
Год: 2017
Формат: PDF
Размер: 16 Мб
Язык: английский / English
Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.