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EB

EB

ONLINE

London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2017

1 online zdroj

ISBN 978-1-137-54715-6 (e-kniha)

ISBN 9781137547132 (print)

Printed edition: ISBN 9781137547132

Chapter 1. A New Reality -- Chapter 2. Luxury Dilemmas -- Chapter 3. The Aspirational Rich -- Chapter 4. The Super Rich -- Chapter 5. Faking Luxury -- Chapter 6. Giving Luxury -- Chapter 7. Digitally Rich -- Chapter 8. Responsible Luxury -- Chapter 9. Learning From Mistakes -- Chapter 10. A Luxury Footprint.

This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to dominate boardroom agendas, the pragmatic implications for both strategic and marketing planning are made clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are likely to face as they push their brands to adapt and thrive in these shifting markets..

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