rebeccawinner 发表于 2016-10-22 17:05 
不知道里面的内容。
需要了解下
Table of Contents
Acknowledgments xi
About the Authors xiii
Prologue: The Pink Bag 1
Chapter 1: Introduction: Definition and Crisis of Luxury 5
Issues of Defining Luxury 6
Crisis 8
The Luxury Industry 10
Reaction to the Crisis of Global Markets 12
Effect of Crisis on the Luxury Industry 18
Strategic Response to Crisis 20
Conclusion 25
Chapter 2: Evolution of the Global Luxury Market 29
Evolution 32
How Has It Changed? 38
Luxury Industry Trends 40
Conclusion 44
Chapter 3: Who’s Who of Luxury 47
The Consumers 48
The Actors 50
Conclusion 88
Chapter 4: Branding 89
Luxury Marketing: Highly Creative and Selective 92
Cobranding: Does It Enhance Branding or Selling? 107
Brand Extensions 109
Pricing 112
Storytelling: Culture, Event, and Communication 115
Digital Marketing 119
Discussion 129
Conclusion 130
Chapter 5: Brand Identity, Clients, and Ethos 133
Brand Identity 134
Ethos 140
Clients 144
Discussion 149
Conclusion 153
Chapter 6: Family Houses, Corporatization, and New Entrants 155
What Is a Family Business? 158
Family Business during Crisis 177
Family Businesses of the Future: Corporatization 178
Changes during Transition from Family Business to Corporation 182
Entrepreneurs and New Entrants 186
Trends and Discussion 190
Conclusion 193
Chapter 7: Management Styles in the Luxury Industry 195
Path Dependency: Management Styles 197
Managing Paradoxes 202
Examples of Styles 210
Analysis 227
Conclusion 230
Chapter 8: Skills 235
Historical Craftsmanship 238
Entrepreneurial Designers 240
The Sales Team 243
The Professional Managers 244
Skills Required 245
Managing Talent 248
Conclusion 261
Chapter 9: Services: The Point of Sale 265
Issues in Point-of-Sale 268
The Customer Dimension 269
The Service Dimension 277
Conclusion 280
Chapter 10: Systems and Operations in the Luxury Business 285
The Challenge 286
Global Supply Chain 290
Customer Relationship Management 295
Information Technology 301
Conclusion 302
Chapter 11: Retail, Distribution, and E-Commerce 307
Channels of Distribution 309
Travel Retail and Duty-Free Stores 324
Strategic Decisions in Geographic Expansion 328
Online Distribution and E-Commerce 331
Conclusion 335
Chapter 12: Intellectual Property Rights and Counterfeiting 337
Counterfeiting: Issues for Luxury Brands 340
The Issue of Legality 344
Is It an Emerging Market Phenomenon? 346
Effect on a Brand 347
Examples of Responses to Counterfeiting 350
What to Do to Prevent Counterfeiting? 353
Gray Market 362
Conclusion 364
Chapter 13: Emerging Markets and Emerging Market Luxury Brands 367
Brazil 369
Russia 381
India 386
China 395
Strategic Actions 404
Conclusion 409
Chapter 14: The Future and Questions to Ponder 411
Research Design, Methodology, and Data Collection 421
Bibliography 427
Index 433
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