Machine generated contents note: Preface, or what do a red bull and a grey goose have in common?PART ONE Rethinking prestige brandingThe times they are a-changing -- Where's the magic? -- Culture, commerce -- unite! -- Capitalism, evolved -- Consumerism, re-rooted -- The limits of money -- The...

Preface to the second edition -- The luxury market -- The market and business of luxury : an introduction / Günter Müller-Stewens, Benjamin Berghaus -- Classifying luxury and prodigality / Michael JÄckel -- Exploring luxury consumer behaviour / Prokopis Theodoridis, Sofia Vassou --...

"This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion...