Luxury Brands in China and India

1. Auflage 2017
ISBN: 978-1-137-54713-2
Verlag: Palgrave Macmillan UK

Buch, Englisch, 256 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 4602 g

This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to dominate boardroom agendas, the pragmatic implications for both strategic and marketing planning are made clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are likely to face as they push their brands to adapt and thrive in these shifting markets.

Zielgruppe

Research

Autoren/Hrsg.

Bryson, Douglas

Atwal, Glyn

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Wirtschaftssektoren & Branchen: Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Wirtschaftliche Globalisierung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Chapter 1. A New Reality.- Chapter 2. Luxury Dilemmas.- Chapter 3. The Aspirational Rich.- Chapter 4. The Super Rich.- Chapter 5. Faking Luxury.- Chapter 6. Giving Luxury.- Chapter 7. Digitally Rich.- Chapter 8. Responsible Luxury.- Chapter 9. Learning From Mistakes.- Chapter 10. A Luxury Footprint.

Über Autor(innen)

Glyn Atwal is Associate Professor of Marketing at Burgundy School of Business, France. His teaching, research, and consultancy expertise focuses on luxury marketing and strategy. He is co-editor of The Luxury Market in India: Maharajas to Masses and Luxury Brands in Emerging Markets. Prior to academia, Glyn worked for Saatchi & Saatchi, Young & Rubicam and Publicis.

Douglas Bryson is Professor (Titulaire 1) at Rennes School of Business, France. His research is rooted in applied psychology and includes new product adoption, as well as issues in luxury brand strategies, image and management. He is co-editor of Luxury Brands in Emerging Markets. Douglas has experience of consulting in North America, Central and Eastern Europe, and Central Asia.