Overview

Luxury brands rely on exclusivity and tradition in their marketing. However, in this fast-changing world, international insight has become essential to recognize consumer behaviors and for brands to adapt their marketing to reach a farther audience. From the rise of digital influence in Asia to the emphasis on craftsmanship in Europe, understanding global trends enables luxury marketers to craft compelling narratives and resonate with diverse audiences. International Insights for Luxury Brand Marketing explores how globalization has affected luxury brand marketing and the tolls that can be used. This book provides comprehensive coverage of most of the current global perspectives on luxury brands marketing trends in developed and developing economies. Covering topics such as luxury brands, global perspectives, and luxury markets, this book is an excellent resource for luxury marketing scholars, practitioners, business owners, luxury brand retailers, luxury brand marketing managers, luxury marketing and business associations worldwide, and more.

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9798337304175

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Author Information

David Edwards is a Professor of Plant and Machinery Management, Birmingham City University and Visiting Professor at the University of Johannesburg. His research interests focus mainly upon the management of plant and machinery in business throughout industry. His work has been funded through engineering councils, government bodies (e.g. Health and Safety Executive, UK Home Office and Defense Logistic Organization, UK Ministry of Defense) and an extensive network of industrial collaborations. He has published over 300 scientific research papers in leading international journals and numerous conference contributions and textbooks. He is a peer referee for 60 scientific journals and editorial board member of various journals and conference events.

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