TY  - BOOK
AU  - Singh,Satyendra
TI  - Luxury and Fashion Marketing: The Global Perspective
T2  - Routledge Studies in Marketing Ser
SN  - 9781351269582
PY  - 2021///
CY  - Milton
PB  - Taylor & Francis Group
N1  - Cover Half Title Series Page Title Page Copyright Page Contents Acknowledgments About the Author 1 Introduction Aim and Scope of the Book Who Is the Book For? How Is the Book Different? Organization of the Book Part I (Luxury Marketing) Part II (Fashion Marketing) Part III (Cases on Emerging Luxury Markets) Part IV (Cases on Luxury Brands) Part I Luxury Marketing 2 Mission Statements Introduction Components of Mission Statements Characteristics of Luxury Brand Mission Statements Emotion Innovation Arguments for No Mission Statements Ordinary Brand Mission Statements Communications Strategic Management Business Performance Conclusion Experiential Learning References Appendix 3 Logos Introduction No Logos Conclusion Experiential Learning References 4 Airport Retailing and Franchising Introduction Franchising Conclusion Experiential Learning References 5 Contemporary Marketing Virtual Reality Online Marketing Social Media Mobile Marketing Celebrity Endorsement Semiotic Communications Conclusion Experiential Learning References 6 Challenges in Luxury Marketing Charity Counterfeit Luxury Products Corporate Social Responsibility Advertisements Conclusion Experiential Learning References Part II Fashion Marketing 7 Fashion Marketing Political Fashion Eco Fashion Ethnic Fashion Beachwear Undergarments Conclusion Experiential Learning References 8 Fad, Fashion, and the Indian Consumer Introduction Indian Consumers Indian Apparel and Fashion Economy Culture Media and Films Decision-Making Process Marketing Strategy Conclusion Experiential Learning References Part III Cases on Emerging Luxury Markets; 9 Colombia Decision-Making Process Online Marketing Global Orientation Infrastructure References 10 Indonesia Economy Wealth Disparity Islamic Fashion Halal Certification The Outlets Education References 11 Vietnam Luxury Consumer Preferences Culture Consumer Behavior References 12 South Africa The Segment Tourism Houses Political Ideology and Fashion Infrastructure References Part IV Cases on Luxury Brands 13 Apple Reference 14 BMW References 15 Burberry References 16 Gucci References 17 Conclusion Index
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ER  -