International Luxury Brand Strategy
eBook - ePub

International Luxury Brand Strategy

  1. 272 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

International Luxury Brand Strategy

Book details
Table of contents
Citations

About This Book

This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century.

The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time.

From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.

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Yes, you can access International Luxury Brand Strategy by Pierre Xiao Lu in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2021
ISBN
9780429873966
Edition
1
Topic
Business
Subtopic
Business General
Index
Business

Table of contents

  1. Cover
  2. Half Title Page
  3. Title Page
  4. Copyright Page
  5. Dedication Page
  6. Contents
  7. List of figures
  8. List of tables
  9. Foreword: brands are time-honored gifts
  10. Foreword: thumbs up for the study of international luxury brand strategy
  11. Foreword: the publication of International Luxury Brand Strategy is a blessing for global luxury industries
  12. Introduction: declaration of war against the Internet thinking that favors the popularity of low-price and poor-quality products and designer knockoffs
  13. 1 Clearing up the misunderstanding of “luxury”
  14. 2 The uniqueness of international luxury brand strategy
  15. 3 International luxury brand management
  16. 4 International luxury brands’ consumer management
  17. 5 International luxury brands’ design and creative management
  18. 6 International luxury brands’ global marketing
  19. 7 International luxury brands’ omnichannel retailing management
  20. 8 Integrated marketing communication of international luxury brands
  21. Afterword
  22. Index