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International luxury brand strategy /

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Bibliographic Details
Main Authors: Lu, Pierre Xiao.
Published: Routledge, Taylor & Franics Group,
Publisher Address: London :
Publication Dates: 2022.
Literature type: Book
Language: English
Edition: First edition.
Subjects:
Luxury goods industry > Management.
Brand name products > Management.
Luxuries > Marketing.
Export marketing.
Communication in marketing.
Carrier Form: xviii, 241 pages : illustrations ; 24 cm
Bibliography: Includes bibliographical references and index.
ISBN: 9781138614840
113861484X
9781138614833
1138614831
Index Number: HD9999
CLC: F713.54
Call Number: F713.54/L926
Contents: Clearing up the misunderstanding of "luxury" -- The uniqueness of international luxury brand strategy -- International luxury brand management -- International luxury brands : consumer management -- International luxury brands : design and creative management -- International luxury brands : global marketing -- International luxury brands : omnichannel retail management -- Integrated marketing communication of international luxury brands.

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