Brand Management Strategies: Luxury and Mass Markets
Brand Management Strategies: Luxury and Mass Markets examines branding in luxury and mass-market settings. William D’Arienzo presents a focused business and marketing perspective on how differing market environments shape brand management, making this a relevant resource for readers studying or working in branding, marketing, and management.
About This Book
Brand Management Strategies: Luxury and Mass Markets examines the practice of managing brands across two distinct market environments.
The book focuses on the contrasting considerations involved in luxury branding and mass-market branding.
It provides a business-oriented perspective on how market positioning influences brand management decisions.
Designed for readers interested in branding, marketing, and management, this title addresses the relationship between brand strategy and market context.
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