International Luxury Brand Strategy / Pierre Xiao Lu
Publication year: 2022
ISBN: 9781138614840
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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.
Subject: Business, Marketing, Business & Economics, Brand name products Management, Communication in marketing, Export marketing, Luxuries Marketing, Luxury goods industry Management
