Luxury and Fashion Brands in China A new model for Integrated Communications on the wave of Glocalization

Luxury and Fashion Brands in China
  • Engels
  • Paperback
  • 9783845474052
  • september 2011
  • 144 pagina's
Alle productspecificaties

Samenvatting

This book aims to analyze Integrated Communications (IC) strategies implemented by luxury and fashion companies in the Chinese market. The focus of the analysis is on the different choices in terms of localization or globalization of those integrated communication strategies. Research background, recent changes in the mindset of luxury consumers and transformations in communications channels are presented. After that, a new model for the analysis of the IC is developed as well with the analysis of the strategies of the top players in the market. The model is based on the positioning of each brand according to several communication channels. With this purpose, the China Localization Index (CLI) is developed as a weighted score for each brand. Building CLI allows us to compare different brands and see the different impact of each communication channels in the IC models. Following the CLI scores, brands are ranked and a correlation analysis is performed in order to understand which channel has a higher impact on their local brands' positioning.

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Paperback
Verschijningsdatum
2011-01-01
Aantal pagina's
144 pagina's
Illustraties
Nee

Betrokkenen

Auteur
Elisa Malacrida
Uitgever
Lap Lambert Academic Publishing

EAN

EAN
9783845474052

Overige kenmerken

Extra groot lettertype
Nee
Oorspronkelijke releasedatum
2011-09-13
Subtitel
A new model for Integrated Communications on the wave of Glocalization
Thema Subject Code
KJS

Je vindt dit artikel in

Categorieën
Taal
Engels
Onderwerp
Sales & Marketing
Boek, ebook of luisterboek?
Boek
Nieuw of tweedehands
Tweedehands
Nog geen reviews
Bindwijze: Paperback
68 50
2 - 3 weken Tooltip
Verkoop door bol.com
  • Gratis verzending
  • 30 dagen bedenktijd en gratis retourneren
  • Ophalen bij een bol.com afhaalpunt mogelijk
  • Dag en nacht klantenservice