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International Luxury Brand Strategy. 国際ラグジュアリーブランド戦略
・ISBN 978-1-138-61483-3 hard GB£ 171.99
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・ISBN 978-1-138-61484-0 paper GB£ 43.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-46388-4
| 著者・編者 | Lu, Pierre Xiao (ed.), |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2019 |
| ページ数 | 242 pp. |
| 言語 | ENG |
| ニュース番号 | ＜650-901 650-P1702＞ |
解説
This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century.
The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from 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 have benefited from the international market over time.
From the international brand management perspective, 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.