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Luxury Brand Management
A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
Branded Entertainment
Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands.
Branding management
Il est aujourd'hui impossible d'aborder le marketing, le comportement du consommateur ou la valeur des entreprises sans évoquer le pouvoir de la marque. Mais de ce formidable levier de création de valeur, encore faut-il savoir bien jouer : quand et dans quelle mesure réduire ou étendre le nombre de marques ? Peut-on encore créer de la différence en grande consommation ? Comment développer une préférence de marque ? Comment calculer une prime de marque ? Branding management est le seul "manuel" consacré à la marque et à sa gestion. Synthétique et complet, il présente et commente les réflexions de fond et les préconisations des meilleurs spécialistes américains (Aaker, Ries, ...
National Identities in France
National Identities in France explores nationalism, national identities, and the various ways in which these concepts are accepted, adapted, discarded, or internally disputed across ideological divides. The popular assumption that automatically regards nationalism as a largely right-wing concern, occludes the many ways in which nationalism and national identities have contributed to social imagination and political or literary discourses across the right-left spectrum. The critical grounds on which such reflections are undertaken are rich and varied. The idea of invented traditions has long suggested how such a thing as the modernnation-state could vest itself in the creatively assembled rob...
Multicultural and Intercultural Identity Recognition
This book presents a reflection on the debate between cultural multiculturalism and interculturalism by reviewing the main sociological and philosophical approaches that mark it. It opens with reflections on liberalism and neo-communitarianism, from John Rawls to Charles Taylor, Jurgen Habermas and Will Kymlicka, and then delves into the multicultural model of integration, examining its theoretical foundations, internal differences and political applications. The case of the United Kingdom and the comparison with the policies adopted in other European countries enable the author to focus on the limits of multiculturalism and the consequent need to overcome its criticism towards a new inter-c...
Communication and Conflict in Multiple Settings
Communication decisively impacts upon all our lives. This inherent need to connect may either be soothing or painful, a source of intimate understanding or violent discord. Consequently, how it is brokered is challenging and often crucial in situations where those involved have quite different ways of being in and seeing the world. Good communication is equated with skills that intentionally facilitate change, the realisation of desirable outcomes and the improvement of human situations. Withdrawal of communication, or its intentional manipulation, provokes misunderstanding, mistrust, and precipitates the decline into disorder. This international collection of work specifically interrogates conflict as an essential outworking of communication, and suggests that understanding of communication’s potency in contexts of conflict can directly influence reciprocally positive outcomes.
The Rise of Transtexts
This volume builds on previous notions of transmedia practices to develop the concept of transtexts, in order to account for both the industrial and user-generated contributions to the cross-media expansion of a story universe. On the one hand exists industrial transmedia texts, produced by supposedly authoritative authors or entities and directed to active audiences in the aim of fostering engagement. On the other hand are fan-produced transmedia texts, primarily intended for fellow members of the fan communities, with the Internet allowing for connections and collaboration between fans. Through both case studies and more general analyses of audience participation and reception, employing the artistic, marketing, textual, industrial, cultural, social, geographical, technological, historical, financial and legal perspectives, this multidisciplinary collection aims to expand our understanding of both transmedia storytelling and fan-produced transmedia texts.
Clashing Wor(l)ds: From International to Intrapersonal Conflict
From examining war cries to reflecting on counselling sessions, Clashing Wor(l)ds takes a multidisciplinary approach to investigating the role of communication in global, national, and personal conflicts.
Luxury Brand Management in Digital and Sustainable Times
Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, p...
Navigating Digital Communication and Challenges for Organizations
Public involvement has the power to promote an active circulation of media content and can generate economic and cultural value for organizations. The current perspectives on interactions between audiences, organizations, and content production suggests a relational logic between audiences and media through new productivity proposals. In this sense, it is interesting to observe the reasoning of audience experience through the concepts of interactivity and participation. However, there is a gap between the intentions of communication professionals and their organizations and the effective circulation and content retention among the audiences of interest, as well as the distinction between informing and communicating. Navigating Digital Communication and Challenges for Organizations discusses communication research with a focus on organizational communication that includes a range of methods, strategies, and viewpoints on digital communication. Covering a range of topics such as internal communication and public relations, this reference work is ideal for researchers, academicians, policymakers, business owners, practitioners, instructors, and students.
