000			02402cam a2200265 i 4500
008			211007s2022 nyu ob 001 0 eng d
020			_a9781138614840
040			_cTBS
041			_aeng
050		4	_aHD9999.L852 _bL8 2022
100			_aLu, Pierre Xiao _eauthor _923375
245	1	0	_aInternational luxury brand strategy _c/ by Pierre Xiao Lu.
250			_aFirst edition.
260			_aAbingdon, England ; New York : Routledge, Taylor and Franics Group, 2022.
300			_axviii, 241 pages : illustrations, charts, portraits (black and white) ; 24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aClearing 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.
520			_aThis 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.
650		0	_aLuxury goods industry _xManagement _97391
650		0	_aBrand name products _xManagement _92369
650		0	_aLuxuries _xMarketing _97147
650		0	_aCommunication in marketing _92094
650		0	_aExport marketing _93292
942			_2lcc
999			_c3576 _d3576