New book: “Specifics of Luxury Brand Marketing” by Květa Olšanová

The Department of International Business has the pleasure to introduce the latest addition to our library: “Specifics of Luxury Brand Marketing“, a new publication by our colleague Květa Olšanová, an expert in the field of luxury marketing. This book, just published by Grada Publishing, is the first and only publication in the Czech language that examines in detail the specifics of brand marketing in the luxury sector and its brands. English version is already planned for 2024. The author deals in detail with the world of luxury, presents practical advice and case studies of global and Czech luxury brands, such as the Czech fashion brand TATIANA or the luxury crystal brand Moser. The book also offers tools to help face the current challenges associated with building brands in the luxury market segment.

“Importantly, the insights presented in this book are not limited to the luxury sector,” the author emphasizes. “Some principles can be applied to brands outside the luxury segment, which can increase their attractiveness and profitability.”

We thank the Faculty of International Relations and Grada Publishing for their support in creating this valuable publication. The book is available at https://www.grada.cz/specifika-marketingu-luxusnich-znacek-13534/ or in our library.

Ing. Květa Olšanová, Ph.D., originally graduated from VSE and returned to the Prague University of Economics and Business in 2012 during her doctoral studies. Since then, she has been teaching International Marketing for both Czech and exchange students. As of Spring 2023 she is teaching Luxury Marketing. In her professional career in the private sector, she occupied different positions in marketing and brand management, PR and CSR at Kraft Foods (currently Mondeléz International), Citibank Europe and Rothmans of Pall Mall. Her recent research interest is linked to corporate social responsibility and luxury brands.