Luxury, Lies and Marketing
ISBN:
9781137264688
Auflage:
2013
Verlag:
Palgrave Macmillan, Palgrave Macmillan UK
Land des Verlags:
Vereinigtes Königreich
Erscheinungsdatum:
11.12.2013
Format:
Hardcover
Seitenanzahl:
190
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Uncovers the truth about luxury brand marketing and shows that like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing the author provides frameworks to help companies with their own branding strategy
Biografische Anmerkung
MARIE-CLAUDE SICARD is an Associate Professor at Paris IV-Sorbonne University, and Adjunct Associate Professor at Stern University, NYU, and EM-Lyon, Shanghai. Sicard is a well-known European expert on luxury and brands, and a consultant for French & international companies with her own consulting company MCPS Conseil, Brand Analysis and Strategy Consultancy. As a strategic marketing consultant, her clients have included L'Oreal, Lancôme, Ralph Lauren, Armani, Kellogg's, Porsche, Jaguar, Renault, Dior, Louis Vuitton, tourism companies (Club Med ) and banks (such as BNP Paribas ). In addition to the permanent teaching positions she holds at the Sorbonne (Paris & Abu Dhabi), she lectures and consults around the world, most often in the USA & Asia ( China, Japan, India ), speaks at international seminars and conferences, and is often interviewed in the media for her outspoken views on branding and the luxury industry.
Innovation, Sustainability, and Technological Megatrends in the Face of Uncertainties
Erscheinungsjahr:
2025
