Advances in Luxury Brand Management

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Brexendorf, Tim Oliver, Kapferer, Jean Noel, Kernstock, Joachim, Powell, Shaun M.

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ISBN:9783319511269
Editorial: Palgrave
Fecha de la edición:2017
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Nº Pág.:256
Idiomas:Ingles

Materias:

/ Marketing

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.