International Luxury Brand Strategy by Pierre Xiao Lu - PDF and EPUB eBook
This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and...
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Details of International Luxury Brand Strategy
- Exact title of the book
- International Luxury Brand Strategy
- Book author
- Pierre Xiao Lu
- Book edition
- Number of pages
- 272 pages
- May 30th 2019 by Routledge
- File size (in PDF)
- 1088 kB
Some brief overview of book
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 worldwide luxury brand in the 21st century. The book gives an overview on how a luxury brand is created through economic rules and through firms adopting new management models in multiple dimensions. It also explains the application of theories and models and illustrates specific issues through cases in 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 had benefitted from the international market over time. From the international brand management process, 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.