000			02114nam a22002177a 4500
999			_c4268 _d4268
005			20221213120816.0
008			221213b ||||| |||| 00| 0 eng d
020			_a9781138614840
082			_a658.827 _bLU
100			_aLu, Pierre Xiao _99464
245			_aInternational luxury brand strategy
260			_bRoutledge _aNew York _c2022
300			_axviii, 241 p.
365			_aGBP _b34.99
504			_aTable of Contents 1. Clearing Up the Misunderstanding of "Luxury" 2. The Uniqueness of International Luxury Brand Strategy 3. International Luxury Brand Management 4. International Luxury Brands’ Consumer Management 5. International Luxury Brands’ Design and Creative Management 6. International Luxury Brands’ Global Marketing 7. International Luxury Brands’ Omnichannel Retail Management 8. 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			_aLuxury Goods Industry - Management _910814
650			_aBrand Name Products - Management _9333
650			_aExport Marketing _95939
942			_2ddc _cBK