International Luxury Brand Strategy

International Luxury Brand Strategy

This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions on how to create and develop a luxury brand in the 21st century. It gives an overview on how a luxury brand is created through economic rules and through firms adopting n...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
1. Verfasser: Lu, Pierre Xiao
Format: Buch
Sprache:eng
Schlagworte:
Asian Business
Brand Management
Brand name products
Brand name products-Management
Brand strategy
Chinese Business
Chinese consumers
Chinese consumption
Chinese luxury brands
Communication in marketing
Consumer Behaviour
Export marketing
International Marketing
Luxuries
Luxury brand management
Luxury goods industry
Luxusgüter
Management & auxiliary services
Markenführung
Marketing Management
Retail management
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Beschreibung
Zusammenfassung:This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions on how to create and develop a luxury brand in the 21st century. It gives an overview on how a luxury brand is created through economic rules and through firms adopting new management models in multiple dimensions.
DOI:10.4324/9780429463884