Luxury and fashion marketing: the global perspective
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2021
|
| Schriftenreihe: | Routledge studies in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | x, 143 Seiten |
| ISBN: | 9781138576438 9780367650834 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents A cknowledgments About the Author 1 Introduction XI xu 1 Aim and Scope of the Book 1 Who Is the Book Fori 1 How Is the Book DifferentI 1 Organization of the Book 2 Part I {Luxury Marketing) 2 Part II (Fashion Marketing) 3 Part III (Cases on Emerging Luxury Markets) 3 Part IV (Cases on Luxury Brands) 3 PARTI Luxury Marketing 2 Mission Statements Introduction 7 Components of Mission Statements 8 Characteristics of Luxury Brand Mission Statements 8 Emotion 9 Innovation 10 Arguments for No Mission Statements 10 Ordinary Brand Mission Statements 11 Communications lí Strategic Management 12 Business Performance 13 Conclusion 14 Experiential Learning 14 References 14 Appendix 18 5 7
viii Contents 3 Logos 20 Introduction 20 No Logos 27 Conclusion 29 Experiential Learning 3 0 References 30 4 Airport Retailing and Franchising 34 Introduction 34 Franchising 39 Conclusion 44 Experiential Learning 44 References 45 5 Contemporary Marketing 49 Virtual Reality 49 Online Marketing 50 Social Media 50 Mobile Marketing 53 Celebrity Endorsement 56 Semiotic Communications 58 Conclusion 59 Experiential Learning 59 References 59 6 Challenges in Luxury Marketing 63 Charity 63 Counterfeit Luxury Products 66 Corporate Social Responsibility 70 Advertisements 72 Conclusion 72 Experiential Learning 73 References 73 PART II Fashion Marketing 7 Fashion Marketing Political Fashion 79 Eco Fashion 83 Ethnic Fashion 85 77 79
Contents ix Beachwear 87 Undergarments 90 Conclusion 92 Experiential Learning 92 References 93 8 Fad, Fashion, and the Indian Consumer 98 Introduction 98 Indian Consumers 99 Indian Apparel and Fashion 100 Economy 100 Culture 101 Media and Films 102 Decision-Making Process 103 Marketing Strategy 104 Conclusion 105 Experiential Learning 105 References 106 PART III Cases on Emerging Luxury Markets 9 Colombia 109 111 Decision-Making Process 111 Online Marketing 111 Global Orientation 112 Infrastructure 112 References 113 10 Indonesia 115 Economy 115 Wealth Disparity 115 Islamic Fashion 116 Halal Certification 116 The Outlets 117 Education 117 References 118 11 Vietnam Luxury 120 Consumer Preferences 120 120
x Contents Culture 121 Consumer Behavior 121 References 122 12 South Africa 124 The Segment 124 Tourism 124 Houses 125 Political Ideology and Fashion 125 Infrastructure 126 References 127 PART IV Cases on Luxury Brands 129 13 Apple 131 Reference 132 14 BMW 133 References 134 15 Burberry 135 References 136 16 Gucci 137 References 138 17 Conclusion 139 Index 141
Contents A cknowledgments About the Author 1 Introduction XI xu 1 Aim and Scope of the Book 1 Who Is the Book Fori 1 How Is the Book DifferentI 1 Organization of the Book 2 Part I {Luxury Marketing) 2 Part II (Fashion Marketing) 3 Part III (Cases on Emerging Luxury Markets) 3 Part IV (Cases on Luxury Brands) 3 PARTI Luxury Marketing 2 Mission Statements Introduction 7 Components of Mission Statements 8 Characteristics of Luxury Brand Mission Statements 8 Emotion 9 Innovation 10 Arguments for No Mission Statements 10 Ordinary Brand Mission Statements 11 Communications lí Strategic Management 12 Business Performance 13 Conclusion 14 Experiential Learning 14 References 14 Appendix 18 5 7
viii Contents 3 Logos 20 Introduction 20 No Logos 27 Conclusion 29 Experiential Learning 3 0 References 30 4 Airport Retailing and Franchising 34 Introduction 34 Franchising 39 Conclusion 44 Experiential Learning 44 References 45 5 Contemporary Marketing 49 Virtual Reality 49 Online Marketing 50 Social Media 50 Mobile Marketing 53 Celebrity Endorsement 56 Semiotic Communications 58 Conclusion 59 Experiential Learning 59 References 59 6 Challenges in Luxury Marketing 63 Charity 63 Counterfeit Luxury Products 66 Corporate Social Responsibility 70 Advertisements 72 Conclusion 72 Experiential Learning 73 References 73 PART II Fashion Marketing 7 Fashion Marketing Political Fashion 79 Eco Fashion 83 Ethnic Fashion 85 77 79
Contents ix Beachwear 87 Undergarments 90 Conclusion 92 Experiential Learning 92 References 93 8 Fad, Fashion, and the Indian Consumer 98 Introduction 98 Indian Consumers 99 Indian Apparel and Fashion 100 Economy 100 Culture 101 Media and Films 102 Decision-Making Process 103 Marketing Strategy 104 Conclusion 105 Experiential Learning 105 References 106 PART III Cases on Emerging Luxury Markets 9 Colombia 109 111 Decision-Making Process 111 Online Marketing 111 Global Orientation 112 Infrastructure 112 References 113 10 Indonesia 115 Economy 115 Wealth Disparity 115 Islamic Fashion 116 Halal Certification 116 The Outlets 117 Education 117 References 118 11 Vietnam Luxury 120 Consumer Preferences 120 120
x Contents Culture 121 Consumer Behavior 121 References 122 12 South Africa 124 The Segment 124 Tourism 124 Houses 125 Political Ideology and Fashion 125 Infrastructure 126 References 127 PART IV Cases on Luxury Brands 129 13 Apple 131 Reference 132 14 BMW 133 References 134 15 Burberry 135 References 136 16 Gucci 137 References 138 17 Conclusion 139 Index 141
|
| adam_txt |
Contents A cknowledgments About the Author 1 Introduction XI xu 1 Aim and Scope of the Book 1 Who Is the Book Fori 1 How Is the Book DifferentI 1 Organization of the Book 2 Part I {Luxury Marketing) 2 Part II (Fashion Marketing) 3 Part III (Cases on Emerging Luxury Markets) 3 Part IV (Cases on Luxury Brands) 3 PARTI Luxury Marketing 2 Mission Statements Introduction 7 Components of Mission Statements 8 Characteristics of Luxury Brand Mission Statements 8 Emotion 9 Innovation 10 Arguments for No Mission Statements 10 Ordinary Brand Mission Statements 11 Communications lí Strategic Management 12 Business Performance 13 Conclusion 14 Experiential Learning 14 References 14 Appendix 18 5 7
viii Contents 3 Logos 20 Introduction 20 No Logos 27 Conclusion 29 Experiential Learning 3 0 References 30 4 Airport Retailing and Franchising 34 Introduction 34 Franchising 39 Conclusion 44 Experiential Learning 44 References 45 5 Contemporary Marketing 49 Virtual Reality 49 Online Marketing 50 Social Media 50 Mobile Marketing 53 Celebrity Endorsement 56 Semiotic Communications 58 Conclusion 59 Experiential Learning 59 References 59 6 Challenges in Luxury Marketing 63 Charity 63 Counterfeit Luxury Products 66 Corporate Social Responsibility 70 Advertisements 72 Conclusion 72 Experiential Learning 73 References 73 PART II Fashion Marketing 7 Fashion Marketing Political Fashion 79 Eco Fashion 83 Ethnic Fashion 85 77 79
Contents ix Beachwear 87 Undergarments 90 Conclusion 92 Experiential Learning 92 References 93 8 Fad, Fashion, and the Indian Consumer 98 Introduction 98 Indian Consumers 99 Indian Apparel and Fashion 100 Economy 100 Culture 101 Media and Films 102 Decision-Making Process 103 Marketing Strategy 104 Conclusion 105 Experiential Learning 105 References 106 PART III Cases on Emerging Luxury Markets 9 Colombia 109 111 Decision-Making Process 111 Online Marketing 111 Global Orientation 112 Infrastructure 112 References 113 10 Indonesia 115 Economy 115 Wealth Disparity 115 Islamic Fashion 116 Halal Certification 116 The Outlets 117 Education 117 References 118 11 Vietnam Luxury 120 Consumer Preferences 120 120
x Contents Culture 121 Consumer Behavior 121 References 122 12 South Africa 124 The Segment 124 Tourism 124 Houses 125 Political Ideology and Fashion 125 Infrastructure 126 References 127 PART IV Cases on Luxury Brands 129 13 Apple 131 Reference 132 14 BMW 133 References 134 15 Burberry 135 References 136 16 Gucci 137 References 138 17 Conclusion 139 Index 141
Contents A cknowledgments About the Author 1 Introduction XI xu 1 Aim and Scope of the Book 1 Who Is the Book Fori 1 How Is the Book DifferentI 1 Organization of the Book 2 Part I {Luxury Marketing) 2 Part II (Fashion Marketing) 3 Part III (Cases on Emerging Luxury Markets) 3 Part IV (Cases on Luxury Brands) 3 PARTI Luxury Marketing 2 Mission Statements Introduction 7 Components of Mission Statements 8 Characteristics of Luxury Brand Mission Statements 8 Emotion 9 Innovation 10 Arguments for No Mission Statements 10 Ordinary Brand Mission Statements 11 Communications lí Strategic Management 12 Business Performance 13 Conclusion 14 Experiential Learning 14 References 14 Appendix 18 5 7
viii Contents 3 Logos 20 Introduction 20 No Logos 27 Conclusion 29 Experiential Learning 3 0 References 30 4 Airport Retailing and Franchising 34 Introduction 34 Franchising 39 Conclusion 44 Experiential Learning 44 References 45 5 Contemporary Marketing 49 Virtual Reality 49 Online Marketing 50 Social Media 50 Mobile Marketing 53 Celebrity Endorsement 56 Semiotic Communications 58 Conclusion 59 Experiential Learning 59 References 59 6 Challenges in Luxury Marketing 63 Charity 63 Counterfeit Luxury Products 66 Corporate Social Responsibility 70 Advertisements 72 Conclusion 72 Experiential Learning 73 References 73 PART II Fashion Marketing 7 Fashion Marketing Political Fashion 79 Eco Fashion 83 Ethnic Fashion 85 77 79
Contents ix Beachwear 87 Undergarments 90 Conclusion 92 Experiential Learning 92 References 93 8 Fad, Fashion, and the Indian Consumer 98 Introduction 98 Indian Consumers 99 Indian Apparel and Fashion 100 Economy 100 Culture 101 Media and Films 102 Decision-Making Process 103 Marketing Strategy 104 Conclusion 105 Experiential Learning 105 References 106 PART III Cases on Emerging Luxury Markets 9 Colombia 109 111 Decision-Making Process 111 Online Marketing 111 Global Orientation 112 Infrastructure 112 References 113 10 Indonesia 115 Economy 115 Wealth Disparity 115 Islamic Fashion 116 Halal Certification 116 The Outlets 117 Education 117 References 118 11 Vietnam Luxury 120 Consumer Preferences 120 120
x Contents Culture 121 Consumer Behavior 121 References 122 12 South Africa 124 The Segment 124 Tourism 124 Houses 125 Political Ideology and Fashion 125 Infrastructure 126 References 127 PART IV Cases on Luxury Brands 129 13 Apple 131 Reference 132 14 BMW 133 References 134 15 Burberry 135 References 136 16 Gucci 137 References 138 17 Conclusion 139 Index 141 |
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| index_date | 2024-07-03T16:13:45Z |
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| isbn | 9781138576438 9780367650834 |
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| spelling | Singh, Satyendra K. 1966- Verfasser (DE-588)1053276141 aut Luxury and fashion marketing the global perspective Satyendra Singh London Routledge 2021 x, 143 Seiten txt rdacontent n rdamedia nc rdacarrier Routledge studies in marketing Mode (DE-588)4039792-0 gnd rswk-swf Luxusgut (DE-588)4192138-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Luxusgut (DE-588)4192138-0 s Mode (DE-588)4039792-0 s Marketing (DE-588)4037589-4 s Markenpolitik (DE-588)4144679-3 s b DE-604 Erscheint auch als Online-Ausgabe 978-1-351-26960-5 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032478139&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032478139&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Singh, Satyendra K. 1966- Luxury and fashion marketing the global perspective Mode (DE-588)4039792-0 gnd Luxusgut (DE-588)4192138-0 gnd Marketing (DE-588)4037589-4 gnd Markenpolitik (DE-588)4144679-3 gnd |
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| title | Luxury and fashion marketing the global perspective |
| title_auth | Luxury and fashion marketing the global perspective |
| title_exact_search | Luxury and fashion marketing the global perspective |
| title_exact_search_txtP | Luxury and fashion marketing the global perspective |
| title_full | Luxury and fashion marketing the global perspective Satyendra Singh |
| title_fullStr | Luxury and fashion marketing the global perspective Satyendra Singh |
| title_full_unstemmed | Luxury and fashion marketing the global perspective Satyendra Singh |
| title_short | Luxury and fashion marketing |
| title_sort | luxury and fashion marketing the global perspective |
| title_sub | the global perspective |
| topic | Mode (DE-588)4039792-0 gnd Luxusgut (DE-588)4192138-0 gnd Marketing (DE-588)4037589-4 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Mode Luxusgut Marketing Markenpolitik |
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