Luxury Brands in Emerging Markets [electronic resource] /
Atwal, G.editor.
Bryson, D.editor.
This book is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies.
Description based upon print version of record.
Cover; Contents; List of Illustrations; Foreword; Acknowledgements; Notes on Contributors; Introduction; Part I: Brazil; 1 Understanding the Brazilian Luxury Consumer; 2 Novel Luxury: Made in Brazil; 3 The Cultural Construction of Brazilian Bodies and Status; Part II: Russia; 4 How History, Culture, and Demography Drive Luxury Consumption in Russia; 5 Distribution Options and Consumer Profiles in the Russian Luxury Market; 6 The Idiosyncrasies of Luxury Consumption in Russia; Part III: India; 7 The Luxury Landscape in India: Consequences for the Wine Sector
8 From Local Taste to Luxury Experience: Insights into Culinary Distinction9 The Rise of the Indian Female Luxury Consumer; Part IV: China; 10 Drivers of China's Desire for Luxury and Consequences for Luxury Brands; 11 The Evolution of Luxury Consumption in China; 12 Connecting with the Chinese Consumer; 13 Luxury in China: The End of Bling; 14 Luxury Brands and Deriving Fashion Meanings in a Media Context in Hong Kong; 15 China: Incubator of Luxury's New Business Models; Part V: New Frontier Markets; 16 Towards a Definition of Authentic African Luxury: Luxe Ubuntu
17 Afro Luxe: The Meaning of Luxury in South Africa18 Going beyond Misconceptions: Avoiding Pitfalls on the Route to Sustainable Growth; Index
Includes bibliographical references at the end of each chapters and index.
This book is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies.
Management.
Industrial management.
International business enterprises.
Economic sociology.
Marketing.
Sociology.
Innovation/Technology Management.
International Business.
Organizational Studies, Economic Sociology.
Marketing.
Management.
Sociology, general.