The Road to Luxury The New Frontiers in Luxury Brand Management 2nd Edition by Ashok Som, Christian Blanckaert 111974136X 9781119741367

The Road to Luxury: The New Frontiers in Luxury Brand Management 2nd Edition by Ashok Som, Christian Blanckaert  – Ebook PDF Instant Download/DeliveryISBN: 111974136X, 9781119741367

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Product details:

ISBN-10 :  111974136X 

ISBN-13 : 9781119741367

Author : Ashok Som, Christian Blanckaert 

Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field 

The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. 

 The Road to Luxury: The New Frontiers in Luxury Brand Management 2nd  Table of contents:

Part I: UNDERSTANDING THE LUXURY BUSINESS
Chapter 1: Introduction—Definition and Crisis of Luxury
Issues of Defining Luxury
Crisis
The Luxury Industry
Reaction to the Crisis of Global Markets
The Effect of a Crisis on the Luxury Industry
Strategic Response to Crisis
Conclusion
Notes
Chapter 2: Evolution of the Global Luxury Market
Evolution
How Has It Changed?
Luxury Industry Trends
Conclusion
Notes
Chapter 3: Who’s Who of Luxury
The Consumers
The Actors
Conclusion
Notes
Chapter 4: Branding
Market Saturation
Luxury Marketing: Highly Creative and Selective
The Nine Ps of Luxury Brand Marketing for the Nomad of Tomorrow
Discussion
Conclusion
Notes
Chapter 5: Brand Identity, Ethos, Clients
Brand Identity
Ethos
Clients
Discussion
Pricing of Luxury Goods
Conclusion
Notes
Part II: LUXURY MANAGEMENT AND MARKETS
Chapter 6: Family-Run Houses, Corporatization, and New Entrants
What Is a Family-Run Business?
Family-Run Business During a Crisis
Family-Run Businesses of the Future: Corporatization
Changes During the Transition from a Family-Run Business Model to That of a Corporation
Entrepreneurs and New Entrants into Existing Markets
Trends and Discussion
Conclusion
Notes
Chapter 7: Management Styles in the Luxury Industry
Path Dependency and Its Influence on Management Styles
Managing Paradoxes
Examples of Styles
Analysis
Conclusion
Notes
Chapter 8: Skills
Craftsmanship Through History
Entrepreneurial Designers
The Sales Team
Professional Managers
Perspective of the Conglomerates
Managing Talent
Conclusion
Notes
Chapter 9: Managing Operations and Supply Chainin the Luxury Business
The Challenge
The Global and the Local Supply Chain
Customer Relationship Management and Customer Experience
Conclusion
Note
Chapter 10: Services: The Point of Sale
Issues at Point of Sale
The Customer Experience Dimension
The Service Dimension
The Phygital Dimension
Conclusion
Notes
Part III: CONTEMPORARY ISSUES AND THE NEW FRONTIERS
Chapter 11: Digitalization of Retail—E-commerce, Platforms, and Omnichannel
Introduction
Evolution of Distribution and Retailing
Conclusion
Notes
Chapter 12: Sustainability, Circularity, and the New Era of Luxury
Introduction
Definitional Issue and “the Right Strategy”
Social, Environmental, and Economic Challenges
The Social Challenge
The Environmental Challenge
The Economic Challenge
The Three Challenges
Forces Shaping the Sustainability Model for Luxury Business
Sustainable Business Model Best Practice for the Luxury Business
Conclusion
Notes
Chapter 13: New Markets and the Future
A Consolidated Industry
The Frontier Markets
The Pandemic Aftermath
The Future
The New Frontier
Notes
Chapter 14: Epilogue: How to Create a Luxury Brand
Case Studies on Luxury Entrepreneurship
Revisiting the 9Ps as the Essentials of Building a Luxury Brand
Expanding into International Markets as a Way of Growth for Emerging Brands in Frontier Markets
Notes
Research Design, Methodology, and Data Collection
Methodology

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