| 000 | 00910camuu2200277 a 4500 | |
| 001 | 000045738535 | |
| 005 | 20130206141849 | |
| 008 | 130205s2012 si a b 001 0 eng | |
| 020 | ▼a 9781118171769 (hbk.) | |
| 035 | ▼a (KERIS)BIB000012878224 | |
| 040 | ▼a 211062 ▼c 211062 ▼d 211009 | |
| 082 | 0 4 | ▼a 658.827 ▼2 23 |
| 084 | ▼a 658.827 ▼2 DDCK | |
| 090 | ▼a 658.827 ▼b C527L2 | |
| 100 | 1 | ▼a Chevalier, Michel, ▼d 1943-. |
| 245 | 1 0 | ▼a Luxury brand management : ▼b a world of privilege / ▼c Michel Chevalier, Gerald Mazzalovo. |
| 250 | ▼a 2nd ed. | |
| 260 | ▼a Singapore : ▼b John Wiley & Sons, ▼c c2012. | |
| 300 | ▼a xx, 316 p. : ▼b ill. ; ▼c c24 cm. | |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Brand name products ▼x Management. |
| 650 | 0 | ▼a Branding (Marketing) |
| 650 | 0 | ▼a Luxuries ▼x Marketing. |
| 700 | 1 | ▼a Mazzalovo, Gerald. |
| 945 | ▼a KLPA |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.827 C527L2 | 등록번호 111687409 (3회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
The definitive guide to managing a luxury brand, newly revised and updatedWhat 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 comprehensive book on luxury brand management, looks at the world of branding today.Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis’s impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers.Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much moreAddresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issuesA compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.
정보제공 :
저자소개
제럴드 마짤로보(지은이)
콜롬비아 대학교 MBA 출신. 아더 앤더슨에서 컨설턴트로 일하였으며 살바토레 페라가모를 통해 럭셔리 업계로 입문하였다. 페라가모에서 7년 근무한 후, 마짤로보 교수는 로에베와 발리 등의 럭셔리 기업 사장 및 CEO를 역임하였다. 다수의 다국적회사들을 대상으로 전략적인 브랜드관리 컨설팅을 제공하였으며, 업계 및 학계에서의 경험을 체계화하여 『프로 로고』를 공저하였다. 현재 스페인 마드리드에 소재한 인스티튜토 데 엠프레사(Instituto de Empresa)와 이탈리아 밀라노에 위치한 인스티튜토 유로페오 디 디자인(Instituto Europeo di Design)의 객원교수이다. 이 밖에도 브랜드와 미학 경영에 대한 활발한 강연활동을 펼치고 있다.
Michel Chevalier(지은이)
목차
Introduction xv CHAPTER 1 The Concept of Luxury 1 CHAPTER 2 Specificities of the Luxury Industry 27 CHAPTER 3 Major Luxury Sectors 51 CHAPTER 4 The Power of the Luxury Brand 91 CHAPTER 5 The Luxury Client 117 CHAPTER 6 Brand Analytical Tools 139 CHAPTER 7 Managing Creation 189 CHAPTER 8 Communication 215 CHAPTER 9 International Distribution 241 CHAPTER 10 Retailing 261 CHAPTER 11 Licensing Strategy 285 CONCLUSION 303 Index 307
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