Luxury Brand Management in Digital and Sustainable Times - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Luxury Brand Management in Digital and Sustainable Times write by Michel Chevalier. This book was released on 2021-02-08. Luxury Brand Management in Digital and Sustainable Times available in PDF, EPUB and Kindle. Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
Brand Management in Digital and Sustainable Times
Brand Management in Digital and Sustainable Times - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Brand Management in Digital and Sustainable Times write by Joao Heitor De Avila Santos. This book was released on 2021-12. Brand Management in Digital and Sustainable Times available in PDF, EPUB and Kindle. Brand Management in Digital and Sustainable Times is a book intended to serve as a reference guide for undergraduates, graduates, as well as professionals aiming to understand and overcome the challenges of brand management. Brands have various applications for companies, goods, and individuals. Nowadays, every customer is a publisher and has a brand to promote goods through social media platforms. Companies should leverage this aspect as maintaining the brand's reputation is essential. When a company decides on a brand to represent itself in the public eye, it must first establish its identity or how it wants to be perceived. The book presents seven carefully written chapters. Chapter one presents an introduction to brand management. A holistic approach to branding is presented in Chapter 2. Chapter 3 discusses product placement and brand integration. Chapter 4 covers brand identity, a critical requirement for any company to progress. Chapter 5 focuses on retail management, providing an overview of the visual merchandising concept, and focusing on customer relationship management (CRM), brand management, and sales management. Chapter 6 concentrates on digital branding and marketing. The final chapter, Chapter 7, explores the fundamental concepts, challenges, and issues of contemporary sustainable brand management in light of the concept's multidisciplinary aspects. With these seven chapters, readers are expected to have a comprehensive introduction to brand management in the current marketing environment. A list of references is presented in each chapter to support the reader with additional literature on the subject.
Brand Management in Digital and Sustainable Times
Brand Management in Digital and Sustainable Times - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Brand Management in Digital and Sustainable Times write by Joao Heitor De Avila Santos (author). This book was released on 1901. Brand Management in Digital and Sustainable Times available in PDF, EPUB and Kindle.
Digital Marketing Management and Transformation by Innovation
Digital Marketing Management and Transformation by Innovation - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Digital Marketing Management and Transformation by Innovation write by Philip Kotler. This book was released on 2021-04-05. Digital Marketing Management and Transformation by Innovation available in PDF, EPUB and Kindle. Digital Marketing Management and Transformation by Innovation In this ever-changing world, enterprises, organizations and societies are influenced and affected by several mega trends. These include digitalization, disruption - which goes along with the need to transform companies through innovation - and corporate social responsibility. As a result, marketing is undergoing rapid change and must embrace these factors that shape the macro-environment of each and every company and organization. This book describes the guidelines for digital marketing management and transformation by innovation and practically shows how companies and organizations can achieve market-based sustainability via sophisticated digital and social media marketing, transformation through innovation and Marketing 4.0. This holistic "market orientation plus!" enables enterprises to align themselves with the market-focused needs and wants of customers and the interests of all stakeholders. Endorsements 'This book is an indispensable guide for 21st century professional marketers, who seek to leverage their innovation potential, social media marketing communication and holistic approach to win in stakeholder relationship management.' Al Ries, Chairman, Ries & Ries 'In an increasingly digitalized and disrupted world, marketing too has to change. This is the book that will help you master marketing in disruptive times via effective social media marketing, achieve transformation through innovation and implement a holistic Marketing 4.0 framework which results in sustainable growth for companies and organizations alike.' V Kumar, Ph.D., Professor of Marketing, Georgia State University, USA The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts. Kohzoh Takaoka is the Representative Director, President & CEO, Nestlé Japan Ltd. He proposed and built new business models, such as the KITKAT exam campaign and NESCAFÉ AMBASSADOR which increased profit margins. He endeavors to establish a global business model for mature and developed markets by encouraging marketing in all departments, including personnel and sales departments.
International marketing in times of sustainability and digitalization
International marketing in times of sustainability and digitalization - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook International marketing in times of sustainability and digitalization write by Erika Graf. This book was released on 2023-03-20. International marketing in times of sustainability and digitalization available in PDF, EPUB and Kindle. Given today's challenges, companies are confronted with pressing questions: Are marketing and sustainability a contradiction? How can digitalization support marketers beyond digital advertising? These questions must be addressed in an international context since, for most companies, international business is more a reality than just a strategic option as it was just a few decades ago. This book provides insights into the fundamentals of international marketing with a focus on these topics because they are commonplace in today's international marketing. It presents theories and concepts of international marketing in a concise form along with many real-world examples. The book explores how digitalization makes potential connections and advances available to marketing and how marketing can contribute to shaping a more sustainable future. It is a must read for students interested in the topic and managers who are confronted with these challenges. Supplementary materials for the book are available!
