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The Luxury Market in India: Maharajas to Masses Hardcover – 29 Aug 2012

4.0 out of 5 stars 1 customer review

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Product details

  • Hardcover: 232 pages
  • Publisher: Palgrave Macmillan; 2012 edition (29 Aug. 2012)
  • Language: English
  • ISBN-10: 0230336728
  • ISBN-13: 978-0230336728
  • Product Dimensions: 14.5 x 2 x 22.5 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 2,096,946 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

Review

"Successful luxury branding involves understanding how to position your provenance… their team of professional contributors eschew the simplistic one-size-fits-all global branding approaches of yesterday to describe the nuances of customer-centric segmentation necessary to delight the subcontinent's luxury demanding market."
Rohit Deshpande
Sebastian S. Kresge Professor of Marketing
Harvard Business School

"With a surging economy and such evolving mindsets, India has never been more ready for luxury than it is now. But with it comes challenges and their answers in unique strategies. This book addresses these very issues and demystifies the Indian luxury story impressively." –
JJ Valaya
Managing Director
Valaya Luxury Holdings P. Limited

"Fascinating reading. Well-researched... It is full of unique insight and extensive source material for anyone interested in truly understanding contemporary India, its high-end consumers and their relation to luxury."
Claus Lindorff, Founder & Managing Director, BETC Luxe, Euro RSCG Worldwide

"A well grounded and fascinating journey into the key challenges posed by the Indian luxury market, from consumer segmentation to retailing and communication."
Stefania Saviolo
Professor of Fashion & Luxury Management
Bocconi University, Milan, Italy



Book Description

Luxury marketing strategies on how to succeed in India

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Format: Hardcover
This book is one of a number that focus specifically on the business environment of BRIC economies, and on one of the most exciting markets within a particular BRIC economy, the Indian luxury market. It is both rare and pioneering, as books dealing with BRIC markets have not yet entered the mainstream of academic business publishing. The book is far from the usual cut and paste job that is often the case for management books dealing with emerging markets. The content is refreshingly original and this is a major plus. It isn't just about consumer trends either - like again so many other luxury marketing books - but covers a broad range of interesting and relevant aspects. The style of writing is engaging and makes you want to find out more. I can see no major flaws in this publication, except for the absence of colour photographs, which is indeed quite an omission when dealing with an industry so quintessentially linked to colour and other categories that appeal to the senses. However, it is still an excellent and unique reference.
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