| Type de document : | Ouvrage |
| Titre : | Luxury brand management: a world of privilege (Second Edition) |
| Auteurs : | CHEVALIER Michel ; MAZZALOVO Gérald |
| Editeur : | Singapour : JOHN WILEY & SONS, 2012 |
| Langues | Anglais |
| Format : | 316 |
| ISBN/ISSN/EAN : | 978-1-118-17176-9 |
| Mots-clés : |
Nom Commun COMMUNICATION ; COSMETIQUE ; DISTRIBUTION ; IMAGE DE MARQUE ; JOAILLERIE ; LUXE ; MARKETING ; MERCHANDISING GLOBAL ; MONTRE ; PARFUM ; POINT DE VENTE ; PRET A PORTER |
| Résumé : | 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.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. |
Exemplaires (1)
| Cote | Support | Localisation | Section | Disponibilité |
|---|---|---|---|---|
| 2.1.7 - 7198 | Ouvrage | Bibliothèque IFM | 2.1.7 Luxe / Haute couture | Disponible |
