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This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.
A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and students interested to know about the luxury business As key new luxury markets like Asia, Latin America and Africa continue to expand, The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management gives professionals interested in the industry a holistic understanding of luxury market dynamics around the world using stories, experiences, relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business ...
The sky was overcast, and the rain fell like broken beads.The pedestrians hastened their steps and did not linger.Some people were praising the fact that the cool rain had driven away the summer heat.Someone was cursing. The sudden rain had drenched his clothes."One of them was in the house, the other outside, and they couldn't understand each other's thoughts."
This volume takes stock of current research in contrastive lexical studies. It reflects the growing interest in corpus-based approaches to the study of lexis, in particular the use of multilingual corpora, shared by researchers working in widely differing fields - contrastive linguistics, lexicology, lexicography, terminology, computational linguistics and machine translation. The articles in the volume, which cover a wide diversity of languages, are divided into four main sections: the exploration of cross-linguistic equivalence, contrastive lexical semantics, corpus-based multilingual lexicography, and translation and parallel concordancing. The volume also contains a lengthy introduction to recent trends in contrastive lexical studies written by the editors of the volume, Bengt Altenberg and Sylviane Granger.
A youth born with a blocked meridian actually obtained a miraculous skill that could only be practiced by those with a broken meridian. He used it to rise to the top when his family was in danger, cutting through all obstacles in a world where the strong ruled. He gradually walked towards the path of becoming a peak expert. Close]
What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.
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All Eyes East: How Chinese Youth will Revolutionize Global Marketing provides brands looking to capitalize on this new world order with the insight they need to understand and capture the world's most powerful audience. Bergstrom provides insights into Chinese youth, revealing what makes them unique from their counterparts around the world.
The rise of emerging market luxury brands, digital and online innovations, and growth in consumption globally has opened the doors for seasoned luxury houses and new players to expand their horizons. This book charts the trends that are shaping the luxury industry, particularly the rise of the luxury industry in Asia and emerging markets.