International luxury brand strategy
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...
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2019
|
| Ausgabe: | 1st. |
| Schlagworte: | |
| Online-Zugang: | lizenzpflichtig |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| Zusammenfassung: | 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. |
|---|---|
| Beschreibung: | <P>1. Clearing Up the Misunderstanding of "Luxury"</P><P>2. The Uniqueness of International Luxury Brand Strategy</P><P>3. International Luxury Brand Management</P><P>4. International Luxury Brands' Consumer Management</P><P>5. International Luxury Brands' Design and Creative Management</P><P>6. International Luxury Brands' Global Marketing</P><P>7. International Luxury Brands' Omnichannel Retail Management</P><P>8. Integrated Marketing Communication of International Luxury Brands</P>. - Description based on CIP data; resource not viewed |
| Beschreibung: | 1 online resource illustrations (black and white) |
| ISBN: | 9780429873966 0429873964 9780429873973 0429873972 9780429873959 0429873956 9780429463884 042946388X |