Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing.The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession, heritage, counterfeiting and competing effectively as a luxury SME. Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.
Chapter - 00: Preface; Section - ONE: The luxury market; Chapter - 01: The market and business of luxury: an introduction [Gunter Muller-Stewens and Benjamin Berghaus]; Chapter - 02: Classifying luxury and prodigality [Michael Jackel]; Chapter - 03: Exploring luxury consumer behaviour [Prokopsis Theodoridis and Sofia Vassou]; Chapter - 04: Identity-based luxury brand management [Klaus Heine, Michel Phan and Vera Waldschmidt]; Section - TWO: Luxury brand strategy; Chapter - 05: Public luxury representatives [Michael Breazeale, Christopher R Long and Daniela Ott]; Chapter - 06: Curating the creative genius in luxury firms [Charles Aaron Lawry and Sabrina Helm]; Chapter - 07: Arts meet luxury brands [Carsten Baumgarth, Nicole Lohrisch and Olga Louisa Kastner]; Chapter - 08: Luxury as societal mentor [George Panigyrakis and Eirini Koronaki]; Chapter - 09: Preserving luxury exclusivity through art [Claude Chailan and Ivan Valek]; Chapter - 10: Brand charismatic legitimacy and marketing of adoration [Delphine Dion and Eric Arnould]; Chapter - 11: Digital media in monobrand stores [Marcus SchOEgel and Timo Tischer]; Section - THREE: Luxury business strategy; Chapter - 12: Gravity shift from West to East [Philip Beil, Fabian Sommerrock and Alexander Gaus]; Chapter - 13: The Chinese market: entry modes [Rui Wang, Kaibin He and Yue Wen]; Chapter - 14: Entering the Chinese market [Rui Wang, Kaibin He and Yue Wen]; Chapter - 15: Managing brand extensions in the luxury industry [Klaus-Peter Wiedmann, Christiane Klarmann, Nadine Hennigs, Stefan Behrens and Alexander Stigelski]; Chapter - 16: Luxury brands enter the online market [Elisa Arrigo]; Chapter - 17: Competing as a luxury SME [France Riguelle and Didier Van Caillie]; Chapter - 18: Insisting on luxury to survive [Michael Reinhold and Emil Annen]; Chapter - 19: Managing price fluctuations of raw materials through innovation [Anne-Flore Maman and Camille Depigny]; Chapter - 20: The Counterfeit Timer (c) [Anne-Flore Maman]; Chapter - 21: Acting on luxury counterfeiting [Ludovica Cesareo and Alberto Pastore]; Chapter - 22: Luxury brands as employers [Verena Batt and Benjamin Berghaus]; Chapter - 23: The impact of luxury brands on employees [Benjamin Berghaus and Sven Reinecke]; Section - FOUR: Luxury responsibility; Chapter - 24: Heritage of luxury and responsibility [Duane Windsor]; Chapter - 25: Luxury organizations and responsibility: a toolbox [Farah Montesa and Rene Rohrbeck]; Chapter - 26: Luxury organizations and social responsibility: a case study [David S Waller and Anurag G Hingorani]; Chapter - 27: Index
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