Title The Management of Luxury, 2/e
Subtitle An International Guide
Author Benjamin Berghaus, Günter Müller-Stewens, Sven Reinecke
ISBN 9780749481827
List price GBP 29.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 492
Book size 165 x 235 mm
Publishing year 2018
Original publisher Kogan Page Limited
Published in India by Kogan Page Limited
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book
  
 

Reviews:

“An indispensable resource.”
—George Kern, CEO of Breitling

 

“A comprehensive and valuable asset to anyone who wishes to start or grow their luxury business.”
—Michel Phan, Professor of Luxury Marketing at EMLYON Business School and Editor-in-cheif of Luxury Research Journal

 

“An excellent overview of the luxury market, outlining profound insights across multiple strategies in our industry.”
—Matthias Schuler, Specialist Watchmakers Managing Director Key accounts at Richemont International

 

Description:

The Management of Luxury presents a unique insights on the increasing challenges faced by the luxury business, with contributions from more than 50 global leaders on luxury management. This essential handbook draws together luxury brand strategy, luxury consumer behaviour and market positioning, as well as management succession, heritage, counterfeiting and competing effectively as a luxury SME.

Fully updated, the second edition explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies - both are crucial for gaining a competitive advantage in the luxury market, illustrative case studies on iconic brands such as Burberry, Louis Vuitton and Leica are accompanied by informative insights on, for example, how to streamline management processes and return on investment. This book will appeal th those who marvel at an industry unlike any other, striving to trust, in both the conventional as well as innovative new paths towards the extraordinary. The Management of Luxury is a vital addition to every luxury business manager’s collection.


Contents:

The Contributors

Preface

Preface to the second edition

Part One: The Luxury Market

Chapter 1: The market and business of luxury
Günter Müller-Stewens and Benjamin Berghaus

Introduction • The luxury market • Luxury management • Research in luxury • Sources of the contemporary luxury research stream • Notes

Chapter 2: Classifying luxury and prodigality
Michael Jäckel

Introduction • Classifying luxury and prodigality – a proposal • Historical examples • Cycles of acceptance • Conclusion • Notes

Chapter 3: Exploring luxury consumer behaviour
Prokopis Theodoridis and Sofia Vassou

Introduction • The notion of luxury • Consumer motivation • Conclusion • Key points • Notes

Chapter 4: Identity-driven luxury brand management
Klaus Heine

Introduction • The concept of brand identity • The functional component of the luxury brand identity • The symbolic component of luxury brand identity: creating symbolic meaning • The case of Mont Charles de Monaco • Conclusion • Key points • Notes

Part Two: Luxury Brand Strategy

Chapter 5: Public luxury representatives
Michael Breazeale, Christopher R Long and Daniela Ott

Introduction • What research tells us • Practical implications of our findings • Conclusion • Key points • Notes

Chapter 6: Curating the creative genius in luxury firms
Charles Aaron Lawry and Sabrina Helm

Introduction • Succession management • What is curation? • The art of curation • Conclusion • Key points • Notes

Chapter 7: Arts meet luxury brands
Carsten Baumgarth, Nicole Lohrisch and Olga Louisa Kastner

Introduction • Literature review on branding and arts: a snapshot • Typology of arts-luxury brands collaborations • Conclusion • Key points • Notes

Chapter 8: Luxury as societal mentor
George Panigyrakis and Eirini Koronaki

Introduction • Pillars of cultural cultivation • Conclusion • Key points • Notes

Chapter 9: Preserving luxury exclusivity through arts
Claude Chailan and Ivan Valek

Introduction • Analysis • Interpretation • Conclusion • Key points • Notes

Chapter 10: Brand charismatic legitimacy and marketing of adoration
Delphine Dion and Eric Arnould

Introduction • Charismatic legitimacy • The marketing of adoration • Staging charismatic legitimacy in store • Conclusion • Key points • Notes

Chapter 11: Digital media in monobrand stores
Marcus Schögel and Timo Tischer

Introduction • Digital media applications in monobrand stores • The luxury brands’ perspective – key challenges • Conclusion • Key points • Notes

Part Three: Luxury Business Strategy

Chapter 12: The Chinese market: entry modes
Rui Wang, Kaibin He and Yue Wen

Introduction • Pre-WTO market entry strategies (1978–2003) • Post-WTO market entry strategies (2004–13) • Conclusion • Key points • Notes

Chapter 13: Entering the Chinese market
Rui Wang, Kaibin He and Yue Wen

Introduction • Pricing strategy • Marketing communication strategy • Channel strategy • Product adaptation strategy • Conclusion • Key points • Notes

Chapter 14: Managing brand extensions in the luxury industry
Klaus-Peter Wiedmann, Christiane Klarmann, Nadine Hennigs, Stefan Behrens and Alexander Stigelski

Introduction • Conceptualization • Results and discussion • Implications for management practice • Conclusion • Key points • Notes

Chapter 15: Managing luxury brands in the digital environment
Elisa Arrigo

Introduction • The digital evolution of luxury brands • Digital opportunities for luxury brands • Conclusion • Key points • Notes

Chapter 16: Competing as a luxury SME
France Riguelle and Didier Van Caillie

Introduction • Strategic issues for luxury SMEs • Conclusion • Key points • Notes

Chapter 17: Insisting on luxury to survive
Michael Reinhold and Emil Annen

Introduction • Leica • Luxury strategy • Leica brand management today • Conclusion • Key points • Notes

Chapter 18: Managing price fluctuations of raw materials through innovation
Anne-Flore Maman and Camille Depigny

Introduction • High jewellery: a specific industrial sector in luxury • Price fluctuations in raw materials • Innovation as the solution • Conclusion • Key points • Notes

Chapter 19: The Counterfeit Timer©
Anne-Flore Maman

Introduction • The framework: The Counterfeit Timer© • The supply offer side • The demand side • Conclusion • Key points • Notes

Chapter 20: Acting on luxury counterfeiting
Ludovica Cesareo and Alberto Pastor

Introduction • A comprehensive anti-counterfeiting framework: company strategies and actions • Conclusion • Key points • Notes • References for Table 20 .1

Chapter 21: Luxury brands as employers
Verena Batt and Benjamin Berghaus

Introduction • Drivers of luxury employer attractiveness • Implications • Conclusion • Key points • Notes

Chapter 22: The impact of luxury brands on employees
Benjamin Berghaus and Sven Reinecke

Introduction • Luxury brand impact on behaviour • Connecting the motivation structure to psychological theory • Conclusion • Key points • Notes

Part Four: Luxury Responsibility

Chapter 23: Heritage of luxury and responsibility
Duane Windsor

Introduction • Affluence and luxury • Conspicuous consumption and the affluent class • Philanthropy and taxation of affluence and wealth • Voluntary responsible luxury • Conclusion • Key points • Notes

Chapter 24: Luxury organizations and responsibility: a toolbox
Farah Montesa and René Rohrbeck

Introduction • Defining the levels • A toolbox for advancing corporate sustainability • Guide to a responsible company • Conclusion • Key points • Notes

Chapter 25: Luxury organizations and social responsibility
David S Waller and Anurag G Hingorani

Introduction • Luxury brands and CSR • Moët Hennessy Louis Vuitton • Implications • Conclusion • Key points • Notes

Index


About the Editors:

Benjamin Berghaus is Founder and former Head of the Competence Center for Luxury Management at the Institute of Marketing of University of St. Gallen, Switzerland. and works as a freelance strategist, researcher and lecturer in Munich, Germany.

Günter Müller-Stewens is Emeritus Professor of Management and Organization at the University of St.Gallen, Switzerland.

Sven Reinecke is Associate Professor of Business Administration, specializing in marketing, and Director of the Institute of Marketing at the University of St.Gallen, Switzerland.


Target Audience:

This book is a vital addition to every luxury business manager’s collection.

 

 
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