Luxury Marketing and Brand Strategy: Theory and Practice for a Changing World (Mastering Luxury Management)
by Květa Olšanová, Gina Cook, Marija Zlatić
Luxury Marketing and Brand Strategy presents theory and practice for understanding luxury marketing and brand management in a changing world. Written from a management perspective, it offers readers a structured introduction to the strategies, concepts, and challenges shaping this distinctive area of business.
About This Book
Luxury Marketing and Brand Strategy examines the principles and practice of marketing within the luxury sector.
It presents a management-focused perspective on luxury brands and the strategies used to understand and address a changing business environment.
Combining theory and practice, the book offers a structured introduction to key ideas in luxury marketing and brand management.
It is intended for readers seeking a clearer understanding of how luxury marketing and brand strategy are approached in contemporary management.
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