BOOK: Luxury Brands in Emerging Markets
There is no question that emerging markets are key in the growth and development of the global luxury industry. Simultaneously, the definition of luxury itself is undergoing great changes compounded by this globalization while the Internet continues to make the world of luxury a very small place.
Presented within are informational gems unfolding a comprehensive look at each regions social, economic and cultural differences. Each chapter provides so many pearls of wisdom, “Luxury Brands in Emerging Markets” is a multi-stranded necklace of pearls of wisdom!
Why Learn More About Emerging Markets?
Thanks to the Internet, luxury brands are more visible which plays a role in driving foreign market demand. For luxury brands, it has never been more important to have a better understanding of the cultural differences and how they effect the luxury brand experience in those key markets. There is so much to learn when approaching other parts of the world but where to begin? Read LUXURY BRANDS IN EMERGING MARKETS edited by Glyn Atwal and Douglas Bryson; This book does an excellent job of lifting the veil on the world of luxury brands in these emerging markets, delving into the BRIC and New Frontier markets.
Published by: Palgrave Macmillan, March 2014
ISBN: 978-1-137-33052-9, ISBN10: 1-137-33052-X,
5.430 x 8.500 inches, 240 pages, 1 b/w tables, 24 figures,
For more information and to purchase the book click HERE
~~ Glyn Atwal is Associate Professor of Marketing at Burgundy School of Business, France. His teaching, research, and consultancy expertise focuses on luxury marketing and strategy. He is co-editor of The Luxury Market in India: Maharajas to Masses. Prior to academia, Glyn worked for Saatchi & Saatchi, Young & Rubicam, and Publicis.
~~ Douglas Bryson is Professor at the ESC Rennes School of Business, France. His research is rooted in applied psychology and includes the study of creative work environments, new product adoption, issues in luxury brand management, and brand image. Douglas has experience of consulting in North America, Eastern Europe, and Central Asia.