Başlık:
Luxury brands in emerging markets
Yazar:
Atwal, Glyn, editor.
ISBN:
9781137330529
Fiziksel Tanımlama:
xvii, 214 pages : illustrations ; 23 cm
İçerik:
PART I: BRAZIL -- 1. Understanding the Brazilian Luxury Consumer; Claudio Diniz, Glyn Atwal and Douglas Bryson -- 2. Novel Luxury: Made in Brazil; Jonas Hoffmann -- 3. The Cultural Construction of Brazilian Bodies and Status: A Socio-Semiotic Approach to Luxury Brands; Nacima Ourahmoune, Bernardo Figueiredo and Pilar Rojas -- PART II: RUSSIA -- 4. Deciphering the Russian Puzzle: How History, Culture, and Demography Drive Luxury Consumption in Europe's Largest Country; Irina Kulikova and Fřďric Godart -- 5. Identifying Distribution Options and Consumer Profiles in the Russian Luxury Market; Daria Yadernaya -- 6. The Idiosyncrasies of Luxury Consumption in Russia; Paul Sanders and Paulina Tsimakhovich -- PART III: INDIA -- 7. The Luxury Landscape in India: Consequences for the Wine Sector; Kartik Dave, Glyn Atwal and Douglas Bryson -- 8. From Local Taste to Luxury Experience: Insights into Culinary Distinction; Nilanjana Sinha, Himadri Roy Chaudhuri and Sitanath Mazumdar -- 9. Sugar and Spice: The Rise of the Indian Female Luxury Consumer; Glyn Atwal, Soumya Jain and Douglas Bryson -- PART IV: CHINA -- 10. From China to the World: What Drives China's Taste for Luxury and what it means for Luxury Brands; Fřďric Godart and Yue Zhao -- 11. Hunting the Luxury Dragon: Following the Trail and Foreseeing the Path of Luxury Consumption in China; Serena Rovai -- 12. Connecting with the Chinese Consumer; Kunal Sinha -- 13. Luxury in China: The End of Bling; Ben Cavender, Kevin Der Arslanian and Conlyn Chan -- 14. Luxury Brands and Deriving Fashion Meanings in an Advertising Context in Hong Kong; Tommy Tse and Len Tiu Wright -- 15. China: Incubator of Luxury's New Business Models; Michel Gutsatz -- PART V: NEW FRONTIER MARKETS -- 16. Towards a Definition of Authentic African Luxury: Luxe Ubuntu; Swaady Martin-Leke and Elizabeth Ellis -- 17. Afro Luxe : The Meaning of Luxury in South Africa; Inka Crosswaite -- 18. Going beyond Misconceptions: Avoiding Pitfalls on the Route to Sustainable Growth; Douglas Bryson and Glyn Atwal.
Özet:
The rewards of success in emerging markets are potentially huge, and as luxury companies continue to expand their global reach, they will need to continually assess if their current strategy is delivering competitive advantage. "Luxury Brands in Emerging Markets" is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies. Emerging markets are incessantly evolving and the continuous need for new market intelligence will be critical in addressing complex issues and delivering business success. It is these new insights at the very frontiers of new knowledge and practice that will provoke dialogue and debate in the boardroom, as well as in classrooms that are preparing future luxury company executives
Copies:
Mevcut:*
Library | Materyal Türü | Demirbaş | Yer Numarası | Durumu / Lokasyon / İade Tarihi |
|---|---|---|---|---|
Arıyor... | Kitap | EKOBKN0005152 | 658.8 LUX 2014 | Arıyor... |