奢侈品牌营销 Luxury Fashion Branding: Trends Tactics Techniques Uche Okonkwo 扫描版[PD

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资源信息： 中文名: 奢侈品牌营销 原名: Luxury Fashion Branding: Trends, Tactics, Techniques 作者: Uche Okonkwo 资源格式: PDF 版本: 扫描版 出版社: Palgrave Macmillan 书号: 9780230521674 发行时间: 2007年7月 地区: 美国 语言: 英文 概述:

奢侈品消费时代的来临,奢侈品消费已逐渐进入某些社会阶层,并有广阔的市场前景.本书从奢侈品牌的内涵入手,重点分析了仰视消费的心理与现实原因,并从公关、广告、情景营销、整合营销角度进行营销策略分析. 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.

目录: 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