Luxury and Fashion Marketing The Global Perspective Routledge Studies in Marketing Series
The globalization of the world?s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing.
Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets.
Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.
1. Introduction. PART I. Luxury Marketing. 2. Mission Statements. 3. Logos. 4. Airport Retailing and Franchising. 5. Contemporary Marketing. 6. Challenges in Luxury Marketing. PART II. Fashion Marketing. 7. Fashion Marketing. 8. Fad, Fashion, and the Indian Consumer. PART III. Cases on Emerging Luxury Markets. 9. Colombia. 10. Indonesia. 11. Vietnam. 12. South Africa. PART IV. Cases on Luxury Brands. 13. Apple. 14. BMW. 15. Burberry. 16. Gucci. 17. Conclusion
Dr. Satyendra Singh is an international business consultant and a professor of marketing and international business at the University of Winnipeg, Canada.
Date de parution : 08-2022
15.2x22.9 cm
Date de parution : 12-2020
15.2x22.9 cm
Thèmes de Luxury and Fashion Marketing :
Mots-clés :
Indian Apparel; Christian Dior; Social Media; Luxury Brands; Online Marketing; Buy Luxury Products; Franchising; Luxury Products; Airport Retailing; Luxury Fashion Brands; Business Performance; Eco Fashion; Strategic Management; Impulse Buying Behavior; Brand Mission Statement; Louis Vuitton; Logos; Airport Retailers; Emerging Markets; Charity Activities; Apathetic Shoppers; Fashion marketing; Flagship Stores; World's markets globalization; Experiential Learning Exercises; Luxury marketing; Purchase Luxury Products; Franchising Strategy; Luxury Fashion; Endorsement Effects; Impulse Buying; Non-aeronautical Activities; Mobile Marketing; Indian Fashion Industry; Visual Social Media Platforms; De Waterkant; Mission Statements