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La Gestión de Las Empresas de Moda

La Gestión de Las Empresas de Moda


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About the Book

How can we reconcile the increasingly important rational soul of fashion companies--their managers--with their emotional soul--the creatives and technicians--who represent their true essence? This book was the first to propose a management model of its kind for fashion companies. Now, taking a second look after years of extraordinary changes in the global market, it examines the growing complexity of the industry and future prospects for fashion, in Italy in particular.

¿Cómo se puede conciliar el alma racional de las empresas de la moda -los gestores- cuyo papel es cada vez más importante con el alma emocional de las mismas empresas -los creativos y los técnicos- que no obstante representan su verdadera esencia? Este libro, que ha sido el primero en proponer un modelo de gestión original para las empresas del sistema moda, recupera el tema tras unos años de extraordinarios cambios en el mercado global, abordando la creciente complejidad del sector y las perspectivas futuras de la moda, especialmente de la italiana. La internacionalización comercial y productiva, los nuevos competidores asiáticos, la revolución en la distribución, las inversiones cada vez más importantes en la marca y en la imagen: todos estos procesos han alterado las tradicionales lógicas de negocio del sector e imponen, sin más dilación, la necesidad de adoptar un enfoque centrado en las más actuales técnicas de gestión y dirección de las empresas de la moda, aunque sin olvidar su savia vital, es decir, la cultura de la creatividad y del producto, el impulso constante a la innovación y la importancia de los procesos de comunicación.
About the Author: Salvo Testa is a professor in the strategic area and the founder of the Piattaforma Fashion & Design at SDA Bocconi in Milan.


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Product Details
  • ISBN-13: 9788425221309
  • Publisher: Editorial Gustavo Gili
  • Publisher Imprint: Editorial Gustavo Gili
  • Height: 198 mm
  • No of Pages: 319
  • Spine Width: 25 mm
  • Width: 127 mm
  • ISBN-10: 8425221307
  • Publisher Date: 01 Mar 2007
  • Binding: Paperback
  • Language: Spanish
  • Returnable: Y
  • Weight: 548 gr


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