000			04979nam a22004333i 4500
001			EBC6396349
003			MiAaPQ
005			20240724114648.0
006			m o d |
007			cr cnu||||||||
008			240724s2021 xx o ||||0 eng d
020			_a9781119706298 _q(electronic bk.)
020			_z9781119706281
035			_a(MiAaPQ)EBC6396349
035			_a(Au-PeEL)EBL6396349
035			_a(OCoLC)1228647539
040			_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ
050		4	_aHD69.B7 .C448 2021
082	0		_a658.827
100	1		_aChevalier, Michel.
245	1	0	_aLuxury Brand Management in Digital and Sustainable Times.
250			_a4th ed.
264		1	_aNewark : _bJohn Wiley & Sons, Incorporated, _c2021.
264		4	_c©2021.
300			_a1 online resource (547 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
505	0		_aCover -- Title Page -- Copyright -- Contents -- Introduction -- Chapter 1 The Concept of Luxury -- A Problematic Definition -- Chronicle of a Semantic Evolution -- Classification of Existing Definitions -- Luxury Values -- True Luxury, Intermediate Luxury -- Luxury, Being and Appearing -- Five Sources of Legitimacy -- New Luxury -- Conclusion on the Notion of Luxury -- Chapter 2 Specificities of the Luxury Industry -- What Is So Different About the Luxury Industry? -- Financial Characteristics -- Time Frame -- The Key to Success in Luxury Goods -- The Major Operators -- Chapter 3A Major Luxury Sectors -- Ready‐to‐Wear Activities -- Perfumes and Cosmetics -- The Leather Goods Market -- Chapter 3B Major Luxury Sectors -- Wines and Spirits -- The Watch and Jewelry Market -- The World of Hotels and Hospitality -- Conclusion on the Major Luxury Sectors -- Chapter 4 The Power of the Luxury Brand -- The Value of a Brand -- The Characteristics of the Brand -- The Brand and Its Signs -- The Legal Aspects and the Defense of a Brand -- Fighting Counterfeit Activities -- Chapter 5 The Luxury Client -- Who Is the Luxury Client? -- The New Client -- Customer Attitudes by Product Category and Nationality -- The Analysis of Clients by Nationality -- Conclusion -- Chapter 6 Brand Identity: Concepts and Analytical Semiotic Tools -- Brand Identity -- The Brand Hinge: Ethics and Aesthetics -- Brand Ethics Analytical Process: Some Practical Clues -- Brand Aesthetics Analytical Process: Some Practical Clues -- The EST‐ET© Diagram -- Brand Identity Strategic and Operational Implications -- General Considerations on the Brand Identity Concept -- Other Approaches to Brand Management -- Chapter 7 Additional Brand Analytical Tools -- Brand Life Cycle -- The Identity Prism -- The Rosewindow -- The Semiotic Square -- Semiotic Mapping -- The Narrative Scheme.
505	8		_aThe Semionarrative Scheme -- A Few Words on Semiotics -- Chapter 8 Creation and Merchandising -- Merchandising -- Creation -- Brand Aesthetics -- Art and Brands -- Chapter 9 Communication in Digital Times -- Digital Times -- Communication -- Specificities of Digital Communication -- Not Forgetting "Traditional Communication" -- Conclusion -- Chapter 10 Managing a Global Brand -- International Distribution Systems -- Dealing with Online Operators -- Licensing Activities -- The Special Case of Duty‐Free Operations -- The Parallel Market: Reasons and Consequences -- Chapter 11 Retail Management -- Why Is Retailing So Important Today? -- The Present Retail Situation for Luxury Brands -- Basic Retail Management Concepts -- Store Location -- Budget, Planning, and Control -- Staffing, Training, and Evaluation -- The Store as a Communication Tool -- The Challenge of the Seamless Online, Offline Process -- The Future of Luxury Retailing -- Chapter 12 Sustainability and Authenticity -- Sustainability -- Brand Authenticities -- Overall Conclusion -- Appendix A Applying Brand Identity Analytical Tools -- Sasin Brand Ethics -- Sasin Brand Aesthetics -- Appendix B Glossary of Digital‐Related Terms* -- App -- CC -- Cookie -- Engagement rate -- Facebook Ads -- GAFAM -- Google Ads -- HTML -- http -- https -- Influencer -- Internet -- Lead -- Meme -- MMS -- Pagerank -- SEO -- SMS -- The Web -- Troll -- URL -- Webinar -- Wiki -- Index -- EULA.
588			_aDescription based on publisher supplied metadata and other sources.
590			_aElectronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
650		0	_aBrand name products-Management.
655		4	_aElectronic books.
700	1		_aMazzalovo, Gerald.
776	0	8	_iPrint version: _aChevalier, Michel _tLuxury Brand Management in Digital and Sustainable Times _dNewark : John Wiley & Sons, Incorporated,c2021 _z9781119706281
797	2		_aProQuest (Firm)
856	4	0	_uhttps://ebookcentral.proquest.com/lib/orpp/detail.action?docID=6396349 _zClick to View
999			_c22364 _d22364