Luxury brand management a world of privilege
The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive-to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, e...
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| Format: | eBook |
| Language: | Inglés |
| Published: |
Singapore :
John Wiley & Sons Singapore
2012.
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| Edition: | 2nd ed |
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| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627678906719 |
| Summary: | The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive-to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first compre |
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| Item Description: | Description based upon print version of record. |
| Physical Description: | 1 online resource (338 p.) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781119199168 9781280678776 9786613655707 9781118171776 |
