Luxury Brand Management 在线电子书 图书标签: 管理 奢侈品 Management
发表于2024-11-23
Luxury Brand Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024
米歇尔·舍瓦利耶(Michel Chevalier)博士,法国巴黎大学(Dauphine)教授,EIM巴黎及上海办事处合伙人、经理。毕业于法国巴黎高等商学院,获得美国哈佛商学院MBA和DBA学位,曾执教于法国欧洲商学院(INSEAD)、法国高等经济与商业学院(ESSEC)和法国巴黎高等商学院(HEC)。曾工作于波士顿咨询公司与S.C.庄臣公司,曾成功出任Paco Rabanne香水公司CEO,Paco Rabanne时尚公司总裁,Bluebell亚洲副总裁,巴黎Revillon时尚集团主席等职。
热拉尔德·马扎罗夫(Gerald Mazzalovo),法国高等经济与商业学院(ESSEC)奢侈品品牌管理MBA课程的负责人。毕业于法国高等化学学院,获得化学工程师学位,之后于美国哥伦比亚大学获得MBA学位,曾执教于西班牙马德里Empresa学院和意大利米兰欧洲设计学院。曾工作于安达信咨询公司,曾任Salvatore Ferragamo(纽约与米兰)的 CEO,Loewe(马德里)与Bally(瑞士)的总裁,并担任多家顶级奢侈品公司的品牌顾问。
卢晓博士,复旦大学管理学院营销系助理教授,奢侈品品牌管理专家,曾在法国高等经济与商业学院(ESSEC)的奢侈品营销研究中心从事奢侈品专项研究,并获得博士学位。研究成功曾发表于《哈佛商业评论》等多本国际著名的学术期刊。兼任ESSEC新加坡亚洲研究中心客座教授,ESSEC路威酩轩(LVMH)研究中心访问教授,出任法国鳄鱼集团(Lacoste)中国区代表,并担任多家国际奢侈品集团的顾问。
The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive-to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management , the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.
这本书我读过 大概只看了2个小时 没有太多实用的东西 数据不少 但是对我们暂时没什么太大用处~~~
评分内容方面么~~~ 能够给大家一个OVERALL的PICTURE ON LUXURY INDUSTRY, 数据很有用,虽然也许不是那么准确. 缺点就是, 没有展开来讲, 每个章节都有点蜻蜓点水~~~
评分关于奢侈品,无论全球市场,还是中国,绝对是一个热门的话题。一般而言,全球经济不景气的大背景下,奢侈品市场和文化市场会异常火爆。卢晓和法国大师谢瓦利埃关于中国奢侈品市场的《奢侈中国》显得非常及时,也很能吸引眼球。本以为该书是向人们介绍奢侈品市场的,读完后,才...
评分关于奢侈品,无论全球市场,还是中国,绝对是一个热门的话题。一般而言,全球经济不景气的大背景下,奢侈品市场和文化市场会异常火爆。卢晓和法国大师谢瓦利埃关于中国奢侈品市场的《奢侈中国》显得非常及时,也很能吸引眼球。本以为该书是向人们介绍奢侈品市场的,读完后,才...
评分书是好书,可是翻译的不行,或者说是编辑不重视,里面错误很多,如162页和164页的表格居然是重复的。虽说翻译法语刊物比英语刊物要困难一些,但犯下这种低级错误也算是出版社的一种耻辱吧。 由于是法国人写的书,看市场的角度和我们平时读到的英美角度不大一样。特别是引入了...
Luxury Brand Management 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024