{"product_id":"the-road-to-luxury-the-new-frontiers-in-luxury-brand-management-hardback-9781119741312","title":"The Road to Luxury; The New Frontiers in Luxury Brand Management (Hardback) 9781119741312","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Road to Luxury\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe New Frontiers in Luxury Brand Management\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eAshok Som (Author), Christian Blanckaert (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119741312, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 21 October 2021\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e512 pages\u003cbr\u003e22.9 x 15.5 x 3.3 cm, 0.885 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eDiscover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe thoroughly revised Second Edition of \u003ci\u003eThe Road to Luxury: The New Frontiers in Luxury Brand Management\u003c\/i\u003e delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic.\u003c\/p\u003e \u003cp\u003eReaders will also benefit from the inclusion of:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAn insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China\u003c\/li\u003e \u003cli\u003eThe creation of savoir faire and business plan competitions in the luxury industry\u003c\/li\u003e \u003cli\u003eLVMH's sponsoring of Viva Technology\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePerfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, \u003ci\u003eThe Road to Luxury\u003c\/i\u003e will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments  xi\u003c\/p\u003e \u003cp\u003eAbout the Authors xv\u003c\/p\u003e \u003cp\u003ePrologue xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Understanding the Luxury Business 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Introduction— Definition and Crisis of Luxury 2\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIssues of Defining Luxury 3\u003c\/p\u003e \u003cp\u003eCrisis 5\u003c\/p\u003e \u003cp\u003eThe Luxury Industry 7\u003c\/p\u003e \u003cp\u003eReaction to the Crisis of Global Markets 9\u003c\/p\u003e \u003cp\u003eThe Effect of a Crisis on the Luxury Industry 17\u003c\/p\u003e \u003cp\u003eStrategic Response to Crisis 19\u003c\/p\u003e \u003cp\u003eConclusion 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Evolution of the Global Luxury Market 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvolution 30\u003c\/p\u003e \u003cp\u003eHow Has It Changed? 36\u003c\/p\u003e \u003cp\u003eLuxury Industry Trends 39\u003c\/p\u003e \u003cp\u003eConclusion 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Who’s Who of Luxury 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Consumers 50\u003c\/p\u003e \u003cp\u003eThe Actors 52\u003c\/p\u003e \u003cp\u003eConclusion 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Branding 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarket Saturation 98\u003c\/p\u003e \u003cp\u003eLuxury Marketing: Highly Creative and Selective 101\u003c\/p\u003e \u003cp\u003eThe Nine Ps of Luxury Brand Marketing for the Nomad of Tomorrow 111\u003c\/p\u003e \u003cp\u003eDiscussion 134\u003c\/p\u003e \u003cp\u003eConclusion 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Brand Identity, Ethos, Clients 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Identity 138\u003c\/p\u003e \u003cp\u003eEthos 144\u003c\/p\u003e \u003cp\u003eClients 149\u003c\/p\u003e \u003cp\u003eDiscussion 154\u003c\/p\u003e \u003cp\u003ePricing of Luxury Goods 155\u003c\/p\u003e \u003cp\u003eConclusion 160\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Luxury Management and Markets 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Family- Run Houses, Corporatization, and New Entrants 162\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is a Family- Run Business? 165\u003c\/p\u003e \u003cp\u003eFamily- Run Business During a Crisis 183\u003c\/p\u003e \u003cp\u003eFamily- Run Businesses of the Future: Corporatization 184\u003c\/p\u003e \u003cp\u003eChanges During the Transition from a Family- Run Business Model to That of a Corporation 190\u003c\/p\u003e \u003cp\u003eEntrepreneurs and New Entrants into Existing Markets 194\u003c\/p\u003e \u003cp\u003eTrends and Discussion 198\u003c\/p\u003e \u003cp\u003eConclusion 202\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Management Styles in the Luxury Industry 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePath Dependency and Its Influence on Management Styles 205\u003c\/p\u003e \u003cp\u003eManaging Paradoxes 210\u003c\/p\u003e \u003cp\u003eExamples of Styles 218\u003c\/p\u003e \u003cp\u003eAnalysis 237\u003c\/p\u003e \u003cp\u003eConclusion 240\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Skills 244\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCraftsmanship Through History 248\u003c\/p\u003e \u003cp\u003eEntrepreneurial Designers 253\u003c\/p\u003e \u003cp\u003eThe Sales Team 253\u003c\/p\u003e \u003cp\u003eProfessional Managers 257\u003c\/p\u003e \u003cp\u003ePerspective of the Conglomerates 259\u003c\/p\u003e \u003cp\u003eManaging Talent 262\u003c\/p\u003e \u003cp\u003eConclusion 275\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Managing Operations and Supply Chain in the Luxury Business 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Challenge 282\u003c\/p\u003e \u003cp\u003eThe Global and the Local Supply Chain 285\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management and Customer Experience 295\u003c\/p\u003e \u003cp\u003eConclusion 300\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Services: The Point of Sale 304\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIssues at Point of Sale 307\u003c\/p\u003e \u003cp\u003eThe Customer Experience Dimension 311\u003c\/p\u003e \u003cp\u003eThe Service Dimension 316\u003c\/p\u003e \u003cp\u003eThe Phygital Dimension 319\u003c\/p\u003e \u003cp\u003eConclusion 327\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Contemporary Issues and the New Frontiers 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Digitalization of Retail— E- commerce, Platforms, and Omnichannel 332\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 332\u003c\/p\u003e \u003cp\u003eEvolution of Distribution and Retailing 335\u003c\/p\u003e \u003cp\u003eConclusion 381\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Sustainability, Circularity, and the New Era of Luxury 384\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 384\u003c\/p\u003e \u003cp\u003eDefinitional Issue and “the Right Strategy” 385\u003c\/p\u003e \u003cp\u003eSocial, Environmental, and Economic Challenges 387\u003c\/p\u003e \u003cp\u003eThe Social Challenge 388\u003c\/p\u003e \u003cp\u003eThe Environmental Challenge 389\u003c\/p\u003e \u003cp\u003eThe Economic Challenge 394\u003c\/p\u003e \u003cp\u003eThe Three Challenges 395\u003c\/p\u003e \u003cp\u003eForces Shaping the Sustainability Model for Luxury Business 396\u003c\/p\u003e \u003cp\u003eSustainable Business Model Best Practice for the Luxury Business 410\u003c\/p\u003e \u003cp\u003eConclusion 416\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: New Markets and the Future 419\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Consolidated Industry 420\u003c\/p\u003e \u003cp\u003eThe Frontier Markets 421\u003c\/p\u003e \u003cp\u003eThe Pandemic Aftermath 433\u003c\/p\u003e \u003cp\u003eThe Future 440\u003c\/p\u003e \u003cp\u003eThe New Frontier 443\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Epilogue: How to Create a Luxury Brand 449\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCase Studies on Luxury Entrepreneurship 451\u003c\/p\u003e \u003cp\u003eRevisiting the 9Ps as the Essentials of Building a Luxury Brand 465\u003c\/p\u003e \u003cp\u003eExpanding into International Markets as a Way of Growth for Emerging Brands in Frontier Markets 471\u003c\/p\u003e \u003cp\u003eResearch Design, Methodology, and Data Collection 475\u003c\/p\u003e \u003cp\u003eIndex 481\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52702257250584,"sku":"9781119741312","price":27.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119741312.jpg?v=1789700145","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-road-to-luxury-the-new-frontiers-in-luxury-brand-management-hardback-9781119741312","provider":"Freshly Printed Books","version":"1.0","type":"link"}