Luxury Marketing, Sustainability and Technology：The Future of Luxury Management
商品資訊
系列名：Routledge Studies in Luxury Management
ISBN13：9781032342924
出版社：PBKTYFRL
作者：Thaichon; Park (University of Southern Queensland; Australia); Quach; Sara (Griffith University; Australia)
出版日：2024/11/28
裝訂／頁數：平裝／194頁
規格：15.6cm*23.4cm (高/寬)
商品簡介
Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability, and relationship marketing impact and change the future of luxury brand management. Whilst the luxury industry is experiencing exponential growth, further research is vital to improve knowledge and understand how luxury management operates in the new age of marketing.
Through a range of empirical and theoretical contributions, this book offers clear insights into relationship marketing and luxury management. It examines the growth of luxury, marketing strategies for luxury brands, advertising and communication of luxury brands, AI and disruptive technology in luxury marketing, and sustainability and pro-environmental luxury. All the chapters close with practical summaries and recommendations for businesses practice.
This book is a useful reference for scholars and postgraduate researchers across luxury management and marketing, including those interested in international marketing, social media marketing, and fashion management, as well as innovation management and sustainability.
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