International luxury brand strategy
Auteur :
Lu, Pierre Xiao
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138614833
Date de publication :
22 nov. 2021
Dimensions :
23,4 x 15,6 cm
Poids :
390 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.