ESCP Europe

Item type

Ebook

Language

English

Publication year

2012

Edition no.

2nd ed

ISBN

978-0-7494-6492-9

Note

• 26 authorized readings

Subjects

LUXURY GOOD - BRAND - PRODUCT POLICY

Geographical area

GENERAL

Completely revised and updated, the second edition of this classic text explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks and digital developments on the luxury strategy. Written by two world experts on the subject, it provides a rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.