Silk Through the Ages

The Textile That Conquered Luxury

By: TRINI CALLAVA

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Hardcover | 6 December 2018

At a Glance

Hardcover
270 Pages

Dimensions(cm)
21.6 x 18.2 x 2.3

Hardcover

$30.75

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Silk is not just a simple natural fiber - it represents something meaningful, universal, and perennial. This book tells the story of how the silk textile conquered the luxury world, and remained prestigious throughout the ages. Examining sociological research dating back to Antiquity, the Mongol Empire, and Ottoman Turks, this book demonstrates the value of globalisation and the importance of diversity through the lens of silk as an enduring luxury textile. AUTHOR: Trini Callava is a marketing lecturer at University of Miami's School of Business Administration, specialising in marketing strategy, luxury brands, and international marketing. She has an MBA in marketing and a PhD in organisation and management. SELLING POINTS: . The fascinating sociocultural story of how the silk textile conquered the luxury world, and remained prestigious throughout the ages . Engaging and thought-provoking historical research dating back to Antiquity . Provides the perfect real-world demonstration of how globalisation can enrich a product, not diminish it . A valuable and entertaining read for anyone in marketing, luxury and lifestyle . Written by a published marketing professional and academic with over 30 years' experience in the industry

Industry Reviews

"Back in economic history, we find that a Dutch philosopher from the 17th century -- Mandeville -- elicited luxury as the sole support for the economy to work. the Scottish Adam Smith, a century later -- well-known as the father of economics -- was heavily influenced by Mandeville. Trini Callava went with all vigor back to history, and thoroughly pursued a profound study of silk -- an icon of luxury of all times -- as key not to just social and economic order, but also, an anthropological need. The strategy of luxury should be a core study in all business schools." --Alejandro Ruelas-Gossi, PhD, Clinical Professor of Strategy and Innovation, Universidad de Navarra, School of Economics & Business "Trini takes a unique perspective to explore and understand the remarkable journey of silk through the ages as a symbol of luxury. In this journey, the reader will get a chance to ponder culture, consumerism, and globalization." --Michael Tsiros, PhD, Patrick J. Cesarano Professor and Chair of Marketing, University of Miami Business School

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