中文名: 奢侈品牌營銷
原名: Luxury Fashion Branding: Trends, Tactics, Techniques
作者: Uche Okonkwo
資源格式: PDF
版本: 掃描版
出版社: Palgrave Macmillan
書號: 9780230521674
發行時間: 2007年7月
地區: 美國
語言: 英文
簡介:

奢侈品消費時代的來臨,奢侈品消費已逐漸進入某些社會階層,並有廣闊的市場前景.本書從奢侈品牌的內涵入手,重點分析了仰視消費的心理與現實原因,並從公關、廣告、情景營銷、整合營銷角度進行營銷策略分析.
Luxury Fashion Branding - Trends, Tactics, Techniques, is the groundbreaking pioneer text that addresses the business of luxury from a strategic viewpoint. It critically analyses the essential aspects of the luxury fashion sector through tracing its origins, analysing its current state, assessing its consumer behaviour, retailing tactics, branding and marketing strategies, e-business techniques, new luxury definitions and their implications, environmental analysis, customisation methods, business modelling and case study analysis.
For the first time, the luxury industry is provided with advanced strategies, tools and techniques required for modern business management, through sound research and ongoing practice. These are sources of new approaches towards the business of smartly bringing objects of desire into the marketplace.
Luxury Fashion Branding has been described as the text that will re-define the business practices of the luxury industry. The book is imperative for anyone connected with the luxury industry; those aspiring towards luxury; those seeking transferable skills; and those who simply want an insight into this intriguing business.

目錄:
Introduction
A Question of Luxury
What is in a Name? The History of Luxury Fashion Branding
The Luxury Fashion Consumer
Luxury Retail Design & Atmosphere
The Art of Building and Managing a Luxury Brand
Digital Luxury
Le New Luxe
Customise Me!
The Luxury Fashion Business Model
Case Illustrations