04339nam a2200601 a 4500 000726667 20250923084145.0 20250812153649.4 cr_||||||||||| 250808s2026 enk ob 001 0 eng NEZPRACOVANÝ IMPORT 2025012229 9781003593706 ebook 9781032974330 hardback 9781032973951 paperback (DLC)in00024297043 pcc HD9999.L852 338.4/7 23/eng/20250808 Olšanová, Květa vse20231202670 aut Luxury marketing and brand strategy : theory and practice for a changing world / Květa Olšanová, Gina Cook and Marija Zlatić. 2508 Abingdon, Oxon ; New York, NY : Routledge, 2026. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Mastering luxury management Includes bibliographical references and index. "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 to maintain a brand's luxury status amidst evolving consumer expectations, technological advancements, and sustainability concerns. Students will gain insight into innovative marketing strategies, from the use of NFTs and blockchain to the integration of AI and the metaverse in enhancing customer experiences. Offering a clear and engaging pathway through the complexities of luxury brand management, the authors draw on their extensive academic and professional experience, presenting a rich blend of theoretical insights and real-world global and cross-industry case studies from prestigious brands like Cartier, Van Cleef & Arpels, Chanel, Ferrari, Orient-Express and many others. This textbook is designed to be the cornerstone for advanced undergraduate and postgraduate courses in Luxury Marketing and Luxury Brand Management. With a focus on the latest trends and future directions in luxury marketing, Luxury Marketing and Brand Strategy is not only an academic resource but also a practical guide for navigating and succeeding in the dynamic luxury market. Online resources include PowerPoint lecture slides and a test bank"-- Provided by publisher. Description based on print version record and CIP data provided by publisher; resource not viewed. Luxury goods industry Marketing Selling Luxuries http://id.loc.gov/authorities/subjects/sh2020010306 Cook, Gina, 1970- vse2016935249 aut Zlatić, Marija aut http://id.loc.gov/resources/instances/in00024297043 http://id.loc.gov/ontologies/bibframe/instanceOf http://id.loc.gov/resources/works/in00024297043 Print version: Luxury marketing and brand strategy Abingdon, Oxon ; New York, NY : Routledge, 2026 9781032974330 (DLC) 2025012228 https://zdroje.vse.cz/login?url=https://www.taylorfrancis.com/books/mono/10.4324/9781003593706/luxury-marketing-brand-strategy-kv%C4%9Bta-ol%C5%A1anov%C3%A1-gina-cook-marija-zlati%C4%87 Plný text DLC bibframe2marc v2.10 20250808 DLC https://github.com/lcnetdev/bibframe2marc/releases/tag/v2.10 TF EB PAR 000726630 UEP01 776 E-book Tištěná verze NEPOSILAT EB single unit mono http://id.loc.gov/vocabulary/issuance/mono bibliography bibliography http://id.loc.gov/vocabulary/msupplcont/bibliography index index http://id.loc.gov/vocabulary/msupplcont/index 7 cbc orignew 1 ecip 20 y-gencatlg acquire ecip ebook policy default ecip ebook 2025-08-12 LC online resource