Pierre Xiao Lu

International Luxury Brand Strategy (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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 luxury brand in the 21st century. It gives an overview on how a luxury brand is created through economic rules and through firms adopting new management models in multiple dimensions.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 260
• Erscheinungstermin: 21. November 2021
• Englisch
• ISBN-13: 9780429873966
• Artikelnr.: 62736781

Autorenporträt

Pierre Xiao Lu is an international brand strategist in fashion and luxury brand business, and President and Professor of the Pierre Xiao Lu Institute of International Luxury Brand Strategy, Beijing, Shanghai, Paris and Milan. He is Visiting Professor at HEC Paris, ESSEC Paris-Singapore, the University of Paris Dauphine, and the Catholic University of the Sacred Heart in Milan. He was also a visiting scholar at Harvard Business School and the MIT Sloan School of Management. He received his PhD from ESSEC Business School in Paris and specializes in luxury brand management and luxury consumer behavior studies. He is the author of Elite China: Luxury Consumer Behavior in China and co-author of Luxury China: Market Opportunities and Potential and Quand la Chine s'éveille au luxe, la montée en puissance des marques Chinoises.

Inhaltsangabe

Author's Note. 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. Afterword