E-Books →The Road to Luxury The New Frontiers in Luxury Brand Management, 2nd Edition

The thoroughly revised Second Edition ofThe Road to Luxury: The New Frontiers in Luxury Brand Managementdelivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic.
Readers will also benefit from the inclusion of:
* An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China
* The creation ofsavoir faireand business plan competitions in the luxury industry
* LVMH's sponsoring of Viva Technology
Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management,The Road to Luxurywill also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.