Luxury strategy in action

Written by experts in Luxury and Fashion Management at SKEMA Business School this exciting new book offers a new perspective that challenges the established rules of the luxury and fashion industry. The authors and contributors examine the evolution of luxury strategy and how the luxury industry is being redefined in the twenty-first century. Jonas Hoffmann holds a Doctorate in Marketing from the University of Grenoble b France. Associate Professor of Marketing at SKEMA Business School, he teaches at the MSc Luxury and Fashion Management in France and China. He has anextensive experience in consulting and executive training; he has also written several articles about marketing, innovation and the luxury industry. Ivan Coste-Manière holds a PhD in Chemstry. He has an extensive experience in the luxury industry; he has created 8 companies in the fragrance, watches and marketing sector. He is currently Professor of Marketing at SKEMA Business School and the Director of the Master of Science in Luxury and Fashion Management. INDICE: The evolution of the luxury market: stairway to heaven? - Luxury Business: Multinational Organizations and Global Specializations - Finance Survival Guide: Value Creation and Piña Coladas - The PIER framework of Luxury Innovation - Retailing in the luxury industry - Internet, Social Media and LuxuryStrategy - Branding Principles in the Luxury Industry - Brand Extensions in the Luxury Industry - Sustainable Development in the Luxury Industry: Beyond the Apparent Oxymoron -

• ISBN: 978-0-230-35454-8
• Editorial: Palgrave MacM
• Encuadernacion: Cartoné
• Páginas: 208
• Fecha Publicación: 02/12/2011
• Nº Volúmenes: 1
• Idioma: Inglés