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" The road to luxury : "
Ashok Som, Christian Blanckaert
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BL
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| Record Number
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629690
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dltt
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| Main Entry
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Som, Ashok
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| Title & Author
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The road to luxury : : the evolution, markets and strategies of luxury brand management /\ Ashok Som, Christian Blanckaert
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| Page. NO
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1 online resource (xiv, 450 pages.)
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| ISBN
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9780470830048
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: 0470830042
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: 9781118814321
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: 1118814320
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: 9780470830055
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: 0470830050
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9780470830024
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0470830026
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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Introduction: Definition and Crisis of Luxury -- Issues of Defining Luxury -- Crisis -- The Luxury Industry -- Reaction to the Crisis of Global Markets -- Effect of Crisis on the Luxury Industry -- Strategic Response to Crisis -- Conclusion -- Evolution of the Global Luxury Market -- Evolution -- How Has It Changed? -- Luxury Industry Trends -- Conclusion -- Who's Who of Luxury -- The Consumers -- The Actors -- Conclusion -- Branding -- Luxury Marketing: Highly Creative and Selective -- Cobranding: Does It Enhance Branding or Selling? -- Brand Extensions -- Pricing -- Storytelling: Culture, Event, and Communication -- Digital Marketing -- Discussion -- Conclusion -- Brand Identity, Clients, and Ethos -- Brand Identity -- Ethos -- Clients -- Discussion -- Conclusion -- Family Houses, Corporatization, and New Entrants -- What Is a Family Business? -- Family Business during Crisis -- Family Businesses of the Future: Corporatization -- Changes during Transition from Family Business to Corporation -- Entrepreneurs and New Entrants -- Trends and Discussion -- Conclusion -- Management Styles in the Luxury Industry -- Path Dependency: Management Styles -- Managing Paradoxes -- Examples of Styles -- Analysis -- Conclusion -- Skills -- Historical Craftsmanship -- Entrepreneurial Designers -- The Sales Team -- The Professional Managers -- Skills Required -- Managing Talent -- Conclusion -- Services: The Point of Sale -- Issues in Point-of-Sale -- The Customer Dimension -- The Service Dimension -- Conclusion -- Systems and Operations in the Luxury Business -- The Challenge -- Global Supply Chain -- Customer Relationship Management -- Information Technology -- Conclusion -- Retail, Distribution, and E-Commerce -- Channels of Distribution -- Travel Retail and Duty-Free Stores -- Strategic Decisions in Geographic Expansion -- Online Distribution and E-Commerce -- Conclusion -- Intellectual Property Rights and Counterfeiting -- Counterfeiting: Issues for Luxury Brands -- The Issue of Legality -- Is It an Emerging Market Phenomenon? -- Effect on a Brand -- Examples of Responses to Counterfeiting -- What to Do to Prevent Counterfeiting? -- Gray Market -- Conclusion -- Emerging Markets and Emerging Market Luxury Brands -- Brazil -- Russia -- India -- China -- Strategic Actions -- Conclusion -- The Future and Questions to Ponder
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| Abstract
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This book gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, it offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies. It includes rigorous academic data, such as information on the business attractiveness and appropriateness of various country markets; examines strategies and success factors of key players, and insight into the systems and operations, retail, distribution and e-commerce, emerging markets and emerging brands, as well as management styles. --
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| Subject
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Luxuries-- Marketing.
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Luxury goods industry.
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Brand name products-- Management.
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Branding (Marketing)
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| Dewey Classification
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658.8
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| LC Classification
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HD9999.L852
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| Added Entry
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Blanckaert, Christian
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| Added Entry
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Ohio Library and Information Network.
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