The meaning of luxury and the type of customer that buys luxury continues to evolve. As a result, companies have to constantly rethink their marketing strategies to keep up with consumers' shifting expectations.
"The Management of Luxury" consists of 26 contributions from 51internationalexperts that discusskey strategies for premium brand success. Using unique research and case studies from a vast array of leading brands including Burberry, Grey Goose, and Rolex, they examine how luxury is evolving and which fundamental aspects of the business need to be prioritized in a time of change and transition.
The book provides a strategic approach to luxury management and focuses on four key areas: market, brand strategy, business strategy and responsibility. In addition, it analyzes the latest trends, such as the impact of social media and the role of emerging markets, and offersa multicultural perspective designed to create challenges tothe traditional, established rulesof an ever-evolvingindustry."