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 -- Identity-driven luxury brand management / Klaus Heine -- Luxury brand strategy -- Public luxury representatives / Michael Breazeale, Christopher R Long, Daniela Ott -- Curating the creative genius in luxury firms / Charles Aaron Lawry, Sabrina Helm -- Arts meet luxury brands / Carsten Baumgarth, Nicole Lohrisch, Olga Louisa Kastner -- Luxury as a societal mentor / George Panigyrakis, Eirini Koronaki -- Preserving luxury exclusivity through arts / Claude Chailan, Ivan Valek -- Brand charismatic legitimacy and marketing of adoration / Delphine Dion, Eric Arnould -- Digital media in monobrand stores / Marcus Schgel, Timo Tischer -- Luxury business strategy -- The chinese market : entry modes / Rui Wang, Kaibin He, Yue Wen -- Entering the chinese market / Rui Wang, Kaibin He, Yue Wen -- Managing brand extensions in the luxury industry / Klaus-Peter Wiedmann, Christiane Klarmann, Nadine Hennigs, Stefan Behrens, Alexander Stigelski -- Managing luxury brands in the digital environment / Elisa Arrigo -- Competing as a luxury SME / France Riguelle, Didier Van Caillie -- Insisting on luxury to survive / Michael Reinhold, Emil Annen -- Managing price fluctuations of raw materials through innovation / Anne-Flore Maman -- The counterfeit timer / Anne-Flore Maman, Camille Depigny -- Acting on luxury counterfeiting / Ludovica Cesareo, Alberto Pastor -- Luxury brands as employers / Verena Batt, Benjamin Berghaus -- The impact of luxury brands on employees / Benjamin Berghaus, Sven Reinecke -- Luxury responsibility -- Heritage of luxury and responsibility / Duane Windsor -- Luxury organisations and responsibility : a toolbox / Farah Montesa, René Rohrbeck -- Luxury organizations and social responsibility : a case study / David S Waller, Anurag G Hingorani -- Index