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- Phân loại: 658.8
- Tác giả: Michel Chevalier
- Thông tin XB: Hoboken: Wiley, 2021
- Mô tả vật lý: xxiv, 417 p.: illustrations, 24 cm.
- Tóm tắt: Luxury Brand Management in Digital and Sustainable Times (4th Edition) remains the definitive guide for understanding the unique dynamics of the luxury industry. Michel Chevalier and Gerald Mazzalovo provide a strategic framework for managing high-end brands in an era defined by rapid digital transformation and increasing pressure for environmental and social responsibility. The textbook explores the delicate balance between maintaining exclusivity and embracing e-commerce, as well as the transition ...
- Từ khóa: Luxury Brand Equity; Digital Transformation; Sustainable Luxury; Craftsmanship
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