ISBN 13 : 978-0-7494-6491-2

Sommaire :

Part 1. Back to luxury fundamentals

1. In the beginning there was luxury
2. The end of a confusion : premium is not luxury
3. Anti-laws of marketing
4. Facets of luxury today

Part 2. Luxury brands need specific management

5. Customer attitudes vis-à-vis luxury
6. Developing brand equity
7. Luxury brand stretching
8. Qualifying a product or service as luxury
9. Pricing luxury
10. Distribution and the internet dilemma
11. Communicating luxury
12. Financial and HR management of a luxury company

Part 3. Strategic perspectives

13. Luxury business models
14. Entering luxury and leaving it
15. Learning from luxury
16. Luxury and sustainable development : convergences and divergences

Nbre volumes : 0

Langue : Anglais

Edition : 2ème

Illustration(s) : Schémas

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque