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Luxury Brand Management: A World of Privilege, 2nd Edition
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Genres: Management. The luxury notion has become so central in contemporary consumption and communication activities that it has naturally generated a whole literature related to it. However, the publications have the tendency to be largely conceptual, and not adequate for practical management purposes. Having identified that a pragmatic textbook on the management of luxury brands was missing, and confident in our own respective professional experiences in luxury brand management, we decided to write that first textbook on the topic, and the first edition of Luxury Brand Management was published in The year will be remembered as the year of the financial crisis that followed the bankruptcy of Lehman Brothers.
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, 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.
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