Luxury and fashion marketing : the global perspective / Satyendra Singh.
"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 acknowle...
Saved in:
| Online Access: |
Full Text (via Taylor & Francis) |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
New York, NY :
Routledge,
2021.
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| Series: | Routledge studies in marketing.
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| Subjects: |
| Summary: | "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 the regional subtle 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 a 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 ordinary in the global context. Each chapter has to-do activities, making the book an essential reading for students, trainers and practitioners interested in luxury and fashion marketing and management"-- |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781351269605 1351269607 9781351269582 1351269585 9781351269575 1351269577 9781351269599 1351269593 |
| Source of Description, Etc. Note: | Description based on online resource; title from digital title page (viewed on January 27, 2021) |
| Biographical or Historical Data: | Dr. Satyendra Singh is an international business consultant anda professor of marketing and international business at the University of Winnipeg, Canada. |