Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing.

The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession, heritage, counterfeiting and competing effectively as a luxury SME.

Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.

About the Authors

Benjamin Berghaus is Head of the Competence Center for Luxury Management at the Institute of Marketing of University of St. Gallen (HSG), Switzerland.

G�nter M�ller-Stewens is Professor Emeritus of the Institute of Management and Strategy at the University of St. Gallen, Switzerland. His most recent main research interest is corporate strategy, as well as the competencies and contributions of strategists in organizations.

Sven Reinecke is Associate Professor of Business Administration, specialized in Marketing, and Director of the Institute of Marketing at the University of St.Gallen (HSG), Switzerland.

"About this title" may belong to another edition of this title.

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