Luxury Marketing and Brand Strategy: Theory and Practice for a Changing World

This text provides a comprehensive and strategic overview of luxury marketing and brand management, guiding brands to balance tradition with innovation as they navigate modern challenges and seize opportunities in a rapidly evolving global market.

The book explores the core aspects of luxury branding, including the defining traits of luxury brands, the dominance of major luxury groups and the resilience of independent brands with storied histories. It explores the delicate balance required ...