The Management of Luxury (Hardback)  | Released: 28 Sep 2014

The meaning of luxury and the type of customer that buys luxury continues to evolve. As a result, companies have to constantly rethink their marketing strategies to keep up with consumers' shifting expectations.The Management of Luxury consists of 26 contributions from 51 international experts that discuss key strategies for premium brand success. Using unique research and case studies from a vast array of leading brands including Burberry, Grey Goose, and Rolex, they examine how luxury is evolving and which fundamental aspects of the business need to be prioritized in a time of change and transition. The book provides a strategic approach to luxury management and focuses on four key areas: market, brand strategy, business strategy and responsibility. In addition, it analyzes the latest trends, such as the impact of social media and the role of emerging markets, and offers a multicultural perspective designed to create challenges to the traditional, established rules of an ever-evolving industry.About the Author: The Management of Luxury is a collection of 26 articles written by 51 individual contributors from around the world, edited by Benjamin Berghaus, Gnter Mller-Stewens, and Sven Reinecke.Benjamin Berghaus is Manager of the "Research Program for Luxury Brands" at the Institute of Marketing at the University of St.Gallen (HSG), Switzerland. Gnter Mller-Stewens is Professor of Management and Organization and Director of the Institute of Management at the University of St.Gallen (HSG).Sven Reinecke is Professor of Management and Director of the Institute of Marketing at the University of St.Gallen (HSG).