Chevalier, Michel, 1943-
Luxury brand management : a world of privilege / Michel Chevalier, Gérald Mazzalovo. - Singapore ; Chichester : John Wiley, c2008. - xiv, 423 p. : ill ; 24 cm.
Includes bibliographical references and index.
Introduction p. vii Chapter 1 Specificities of the luxury industry p. 1 Chapter 2 Major luxury sectors p. 33 Chapter 3 The power of the luxury brand p. 81 Chapter 4 Brand lifecycle p. 117 Chapter 5 The luxury client p. 149 Chapter 6 Brand identity p. 177 Chapter 7 Managing creation p. 233 Chapter 8 Communication p. 265 Chapter 9 International distribution p. 295 Chapter 10 Retailing p. 321 Chapter 11 Logistics and licensing p. 353 Chapter 12 The brand audit p. 373 Index p. 411.
9780470823262
Brand name products--Management.
Luxury goods industry.
Luxuries--Marketing.
Brand name products--Marketing.
Luxury brand management : a world of privilege / Michel Chevalier, Gérald Mazzalovo. - Singapore ; Chichester : John Wiley, c2008. - xiv, 423 p. : ill ; 24 cm.
Includes bibliographical references and index.
Introduction p. vii Chapter 1 Specificities of the luxury industry p. 1 Chapter 2 Major luxury sectors p. 33 Chapter 3 The power of the luxury brand p. 81 Chapter 4 Brand lifecycle p. 117 Chapter 5 The luxury client p. 149 Chapter 6 Brand identity p. 177 Chapter 7 Managing creation p. 233 Chapter 8 Communication p. 265 Chapter 9 International distribution p. 295 Chapter 10 Retailing p. 321 Chapter 11 Logistics and licensing p. 353 Chapter 12 The brand audit p. 373 Index p. 411.
9780470823262
Brand name products--Management.
Luxury goods industry.
Luxuries--Marketing.
Brand name products--Marketing.