Luxury Brands in China and India
This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to
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Glyn Atwal • Douglas Bryson
Luxury Brands in China and India
Glyn Atwal Burgundy School of Business Dijon, France
Douglas Bryson Rennes School of Business Rennes, France
ISBN 978-1-137-54713-2 DOI 10.1057/978-1-137-54715-6
ISBN 978-1-137-54715-6 (eBook)
Library of Congress Control Number: 2017933949 © The Editor(s) (if applicable) and The Author(s) 2017 The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988. This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: itanistock / Alamy Stock Photo Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Macmillan Publishers Ltd. The registered company address is: The Campus, 4 Crinan Street, London, N1 9XW, United Kingdom
‘The text has the distinction of being written in lucid language. The role of culture and motives behind the use of luxury brands has been dealt with in a thorough manner. The illustrations are very practical. The book is a splendid amalgamation of both psychosocial and economic aspects of luxury branding in the emerging trends in the field of marketing luxury in India and China’. — Ishita Chatterjee, Reader and Head of Department of Applied Psychology, University of Calcutta, Calcutta, India ‘This book perfectly captures the complexity of luxury in the Indian and Chinese markets and the dilemmas faced by marketers. Rather than being a repeat of existing luxury volumes, it offers in-depth analyses and rich insights into the what, the why and the how of marketing high-end products and services in China and India. It also features a wealth of examples, perfectly illustrating local particularities and challenges’. — Benjamin G. Voyer, L’Oréal Professor of Creativity Marketing, ESCP Europe Business School
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