Luxury brand management : a world of privilege /
Chevalier, Michel, 1943-
Luxury brand management : a world of privilege / Michel Chevalier, Gérald Mazzalovo. - 2nd edition. - xx, 316 pages : illustrations (black and white) ; 24 cm
Previous edition: 2008.
Includes bibliographical references and index.
What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive, to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). This book is a guide to managing exclusive brands.
Specialized.
9781118171769 (hbk.) : £33.99
Brand name products--Management.
Luxury goods industry.
Luxuries--Marketing.
Brand name products--Marketing.
Business and Management.
Business and Management.
658.8'27
Luxury brand management : a world of privilege / Michel Chevalier, Gérald Mazzalovo. - 2nd edition. - xx, 316 pages : illustrations (black and white) ; 24 cm
Previous edition: 2008.
Includes bibliographical references and index.
What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive, to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). This book is a guide to managing exclusive brands.
Specialized.
9781118171769 (hbk.) : £33.99
Brand name products--Management.
Luxury goods industry.
Luxuries--Marketing.
Brand name products--Marketing.
Business and Management.
Business and Management.
658.8'27