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The Management of Luxury

The Management of Luxury

A Practitioner’s Handbook

Benjamin Berghaus, Günter Müller-Stewens, Sven Reinecke

£49.99

With unique contributions from the world's foremost thought leaders in luxury management and marketing, The Management of Luxury provides a strategic examination of luxury branding on a global scale.

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About the book

In The Management of Luxury, 50 contributors from 11 countries and 23 top academic institutions working at the forefront of luxury management research provide experienced luxury managers and luxury researchers with insightful marketing and management perspectives on the luxury market. The Management of Luxury is a book for those who marvel at the industry unlike any other; those who consider managing in it as a constant balance between trusting the conventional and trying the innovative to enable the extraordinary.

Including case studies on iconic brands such as Burberry, Louis Vuitton, and Leica, The Management of Luxury equips readers with innovative insights and perspectives to better understand the nature of the luxury industry so they can more effectively manage businesses in the luxury market.


Table Of Contents

  • Section - ONE: The Luxury Market;
    • Chapter - 01: The market and business of luxury: an introduction – Günter Müller-Stewens and Benjamin Berghaus;
    • Chapter - 02: Classifying luxury and prodigality – Michael Jäckel;
    • 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 Schögel 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© – 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 René Rohrbeck;
    • Chapter - 26: Luxury organizations and social responsibility: a case study – David S Waller and Anurag G Hingorani



Reviews

Focusing on the key strategic areas of market, brand strategy, business strategy and luxury responsibility, this book delivers a veritable mass of information, much of which even as an industry professional you might not have realised that you needed.
Darren Ingram, business and communications consultant

The Management of Luxury is probably the only book the specialist working in luxury brand management would need to read to feel more prepared to tackle the challenges the luxury market poses, and be able to make more informed decisions.
Branduniq.com

An in-depth survey well suited to any business collection.
Midwest Book Review, The Bookwatch, The Business Shelf


Book Details

  • EAN: 9780749471668
  • Edition: 1
  • Published: 3rd September 2014
  • Hardback
  • Dimensions: 234x156
  • 488 pages

About the Author

The Management of Luxury is a collection of 26 articles written by 51 individual contributors from around the world, edited by Benjamin Berghaus, Günter Müller-Stewens and Sven Reinecke.
Benjamin Berghaus is Manager of the 'Research Program for Luxury Brands' at the Institute of Marketing of University of St.Gallen (HSG), Switzerland.
Günter Müller-Stewens is Professor of Management and Organization at the University of St.Gallen (HSG), Switzerland, and Director of its Institute of Management.
Sven Reinecke is Professor of Management, specialized in Marketing, at the University of St.Gallen (HSG), Switzerland, and Director of the Institute of Marketing.


Benjamin Berghaus


Günter Müller-Stewens


Sven Reinecke


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