A Practitioner's Handbook
Edited by Benjamin Berghaus, Günter Müller-Stewens and Sven Reinecke
Using new research and contributions from 51 academic and industry experts in Europe, Asia, and the US, and case studies from a vast array of leading luxury brands, this book provides a strategic and fresh approach to luxury management and focuses on four key areas: the luxury market, luxury brand strategy, business strategy and a look at corporate social responsibility for luxury brands.
The selected excerpt discusses how luxury brands engage in cultural activities and promoting artistic issues to a wider audience.
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This an excerpt from Chapter 8 of The Management of Luxury (978-0749471668) by George Panigyrakis and Eirini Koronaki, edited by Benjamin Berghaus, Günter Müller-Stewens, and Sven Reinecke. Published September 2014 by Kogan Page. Copyright 2015 by Benjamin Berghaus, Günter Müller-Stewens, and Sven Reinecke. Reproduced by permission of Kogan Page.
Benjamin Berghaus, Gunter Muller-Stewens and Sven Reinecke, Kogan Page
Copyright © 2014. All rights reserved.