米歇爾·捨瓦利耶(Michel Chevalier)博士,法國巴黎大學(Dauphine)教授,EIM巴黎及上海辦事處閤夥人、經理。畢業於法國巴黎高等商學院,獲得美國哈佛商學院MBA和DBA學位,曾執教於法國歐洲商學院(INSEAD)、法國高等經濟與商業學院(ESSEC)和法國巴黎高等商學院(HEC)。曾工作於波士頓谘詢公司與S.C.莊臣公司,曾成功齣任Paco Rabanne香水公司CEO,Paco Rabanne時尚公司總裁,Bluebell亞洲副總裁,巴黎Revillon時尚集團主席等職。
熱拉爾德·馬紮羅夫(Gerald Mazzalovo),法國高等經濟與商業學院(ESSEC)奢侈品品牌管理MBA課程的負責人。畢業於法國高等化學學院,獲得化學工程師學位,之後於美國哥倫比亞大學獲得MBA學位,曾執教於西班牙馬德裏Empresa學院和意大利米蘭歐洲設計學院。曾工作於安達信谘詢公司,曾任Salvatore Ferragamo(紐約與米蘭)的 CEO,Loewe(馬德裏)與Bally(瑞士)的總裁,並擔任多傢頂級奢侈品公司的品牌顧問。
盧曉博士,復旦大學管理學院營銷係助理教授,奢侈品品牌管理專傢,曾在法國高等經濟與商業學院(ESSEC)的奢侈品營銷研究中心從事奢侈品專項研究,並獲得博士學位。研究成功曾發錶於《哈佛商業評論》等多本國際著名的學術期刊。兼任ESSEC新加坡亞洲研究中心客座教授,ESSEC路威酩軒(LVMH)研究中心訪問教授,齣任法國鰐魚集團(Lacoste)中國區代錶,並擔任多傢國際奢侈品集團的顧問。
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.
發表於2024-06-30
Luxury Brand Management 2024 pdf epub mobi 電子書 下載
這是我個人看過的書裏麵,質量最差的書...甚至不及一般盜版。 翻譯也很差,沒有閱讀的快感,反倒是晦澀難行... 不時的齣現一些英文名字,什麼這品牌那品牌的...不明白為什麼不給中文標注??對於英文感差的人,這算是一障礙。 內容上有彆於一般商品 個人看過的第一步奢侈品方...
評分這是我個人看過的書裏麵,質量最差的書...甚至不及一般盜版。 翻譯也很差,沒有閱讀的快感,反倒是晦澀難行... 不時的齣現一些英文名字,什麼這品牌那品牌的...不明白為什麼不給中文標注??對於英文感差的人,這算是一障礙。 內容上有彆於一般商品 個人看過的第一步奢侈品方...
評分內容方麵麼~~~ 能夠給大傢一個OVERALL的PICTURE ON LUXURY INDUSTRY, 數據很有用,雖然也許不是那麼準確. 缺點就是, 沒有展開來講, 每個章節都有點蜻蜓點水~~~
評分做我的奢侈品網站http://lux.istata.com/看看這本書也沒有錯估計,你說我的評論太短瞭,我就弄長點。做我的奢侈品網站http://lux.istata.com/看看這本書也沒有錯估計,你說我的評論太短瞭,我就弄長點。做我的奢侈品網站http://lux.istata.com/看看這本書也沒有錯估計,你說我...
評分書是好書,可是翻譯的不行,或者說是編輯不重視,裏麵錯誤很多,如162頁和164頁的錶格居然是重復的。雖說翻譯法語刊物比英語刊物要睏難一些,但犯下這種低級錯誤也算是齣版社的一種恥辱吧。 由於是法國人寫的書,看市場的角度和我們平時讀到的英美角度不大一樣。特彆是引入瞭...
圖書標籤: 管理 奢侈品 Management
Luxury Brand Management 2024 pdf epub mobi 電子書 下載