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Luxury Brands in China and India, 1st ed. 2017

Langue : Anglais

Auteurs :

Couverture de l’ouvrage Luxury Brands in China and India
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.

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.

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.

Adopts a pragmatic approach to guide luxury marketing professionals and students in understanding the transforming markets in China and India Covers a wide range of themes which outline the dynamics of the luxury landscape in China and India, and includes specific cases within each country Adapts universal trends to provide distinctive strategies for the unique markets within Asia

Date de parution :

Ouvrage de 256 p.

14.8x21 cm

Disponible chez l'éditeur (délai d'approvisionnement : 15 jours).

137,14 €

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