The road to luxury the new frontiers in luxury brand management cloth

Cover
Title Page
Copyright Page
Contents
Acknowledgments
About the Authors
Prologue
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
	Chapter 2 Evolution of the Global Luxury Market
		Evolution
		How Has It Changed?
		Luxury Industry Trends
		Conclusion
	Chapter 3 Who’s Who of Luxury
		The Consumers
		The Actors
		Conclusion
	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
	Chapter 5 Brand Identity, Ethos, Clients
		Brand Identity
		Ethos
		Clients
		Discussion
		Pricing of Luxury Goods
		Conclusion
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
	Chapter 7 Management Styles in the Luxury Industry
		Path Dependency and Its Influence on Management Styles
		Managing Paradoxes
		Examples of Styles
		Analysis
		Conclusion
	Chapter 8 Skills
		Craftsmanship Through History
		Entrepreneurial Designers
		The Sales Team
		Professional Managers
		Perspective of the Conglomerates
		Managing Talent
		Conclusion
	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
	Chapter 10 Services: The Point of Sale
		Issues at Point of Sale
		The Customer Experience Dimension
		The Service Dimension
		The Phygital Dimension
		Conclusion
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
	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
	Chapter 13 New Markets and the Future
		A Consolidated Industry
		The Frontier Markets
		The Pandemic Aftermath
		The future
		The New Frontier
	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
Research Design, Methodology, and Data Collection
Index
EULA