Luxury brand management a world of privilege
The definitive guide to managing a luxury brand, newly revised and updated What 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, e...
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| Format: | eBook |
| Language: | English |
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Singapore
Wiley
2012
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| Edition: | 2nd ed |
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| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Includes bibliographical references and index
- Luxury Brand Management: A World of Privilege; Contents; Introduction; Chapter 1: The Concept of Luxury; A Problematic Definition; The Paradox of Contemporary Luxury; Chronicle of a Semantic Evolution; Modern Dispersion; Etymology and Transformations; The Advent of Intermediate Luxury; Classification of Existing Definitions; Perceptual Approaches; Productive Approaches; Social and Individual Aspects; The Brand and Its Manifestations; Luxury Values; The Three Scales; The Semiotic Square of Consumption Values; True Luxury, Intermediate Luxury; Eccentric Luxury; Reasonable Luxury