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Luxusmarkenmanagement

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658090715
Condition
New
Product Description

Dieses Handbuch gibt einen berblick ber die Grundlagen und Besonderheiten der Luxusmarkenfhrung. Luxusunternehmen stehen kontinuierlich vor der schwierigen Aufgabe, ihre starken, von traditionellen Werten und handwerklicher Perfektion geprgten Luxusmarken innovativ und nachhaltig weiterzuentwickeln. Dafr ist es notwendig, die geeigneten Anpassungen vorzunehmen sowie die richtige Balance zu finden zwischen Tradition und Innovation und zwischen Exklusivitt und Zugnglichkeit der Luxusmarke. Damit der luxury dream wirksam werden kann, hat das Management und Marketing besonderen Regeln zu folgen. Die Darstellung dieser Spezifika sowie der Erfolgsfaktoren des Luxusmarkenmanagements ist das Ziel dieses Buches. Renommierte Autoren aus Wissenschaft und Praxis nehmen in 28 Beitrgen aus internationaler Perspektive Stellung zu aktuellen Herausforderungen und vermitteln, mit welchen Strategien und Instrumenten ein erfolgreiches Management der Luxusmarke mglich ist.

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