Marketing luxury and fashion through Bollywood: Current practices, opportunities and challenges

Marketing luxury and fashion through Bollywood: Current practices, opportunities and challenges

von Maxime de Techtermann
Taschenbuch - 9783639488890
21,90 €
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Beschreibung

An increasing number of luxury brands are looking to India with the hope of grabbing a slice of the world's second most populated market. However, these same brands often fail to understand that, because India has a deep-rooted luxury culture of its own, local consumers do not long for foreign brands in the same way as, say, their Chinese counterparts do. As a result, brands focus far too little on creating brand awareness, expecting consumers to fetch a greater amount of brand-related information on their own. With this in mind, this book explores how brands can harness the extraordinary power of Bollywood to effectively communicate new values of luxury and increase brand awareness. By understanding the specificities of product placement and celebrity endorsement in India, brand executives and managers will not only increase the visibility of their brands but also overcome many of the challenges foreign brands face in the sub-continent.

Details

Verlag AV Akademikerverlag
Ersterscheinung Juli 2014
Maße 221 mm x 153 mm x 7 mm
Gewicht 138 Gramm
Format Taschenbuch
ISBN-13 9783639488890
Auflage Nicht bekannt
Seiten 80

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