Pierre Xiao Lu – författare

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.

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.

China''s growing consumer base and expanding economy means more disposable income for more Chinese citizens. The Chinese market for luxury goods is expected to expand from $2 billion this year to nearly $12 billion by 2015. Today''s biggest global luxury goods retailers expect China to make up a large and ever growing portion of their customers, and those businesses are responding with new stores and investments in China. Luxury China gives readers–particularly professionals in advertising, marketing, and the luxury brands industry–a deep look into the future of the Chinese luxury goods market and shows them how to tap into China''s tremendous market potential.

China''s growing consumer base and expanding economy means more disposable income for more Chinese citizens. The Chinese market for luxury goods is expected to expand from $2 billion this year to nearly $12 billion by 2015. Today''s biggest global luxury goods retailers expect China to make up a large and ever growing portion of their customers, and those businesses are responding with new stores and investments in China. Luxury China gives readers–particularly professionals in advertising, marketing, and the luxury brands industry–a deep look into the future of the Chinese luxury goods market and shows them how to tap into China''s tremendous market potential.