International luxury brand strategy
Lu, Pierre Xiao
International luxury brand strategy / by Pierre Xiao Lu. - First edition. - Abingdon, England ; New York : Routledge, Taylor and Franics Group, 2022. - xviii, 241 pages : illustrations, charts, portraits (black and white) ; 24 cm.
Includes bibliographical references and index.
Clearing up the misunderstanding of "luxury" — The uniqueness of international luxury brand strategy — International luxury brand management — International luxury brands : consumer management — International luxury brands : design and creative management — International luxury brands : global marketing — International luxury brands : omnichannel retail management — Integrated marketing communication of international luxury brands.
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.
9781138614840
Luxury goods industry--Management
Brand name products --Management
Luxuries --Marketing
Communication in marketing
Export marketing
HD9999.L852 / L8 2022
International luxury brand strategy / by Pierre Xiao Lu. - First edition. - Abingdon, England ; New York : Routledge, Taylor and Franics Group, 2022. - xviii, 241 pages : illustrations, charts, portraits (black and white) ; 24 cm.
Includes bibliographical references and index.
Clearing up the misunderstanding of "luxury" — The uniqueness of international luxury brand strategy — International luxury brand management — International luxury brands : consumer management — International luxury brands : design and creative management — International luxury brands : global marketing — International luxury brands : omnichannel retail management — Integrated marketing communication of international luxury brands.
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.
9781138614840
Luxury goods industry--Management
Brand name products --Management
Luxuries --Marketing
Communication in marketing
Export marketing
HD9999.L852 / L8 2022
