Overview
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Table of contents (17 chapters)
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Front Matter
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Introduction
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Understanding Luxury in India
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Front Matter
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Unravelling the Indian Consumer
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Front Matter
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Taking the Business Step
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Front Matter
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Wooing India
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Front Matter
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The Message and the Medium
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Front Matter
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Keywords
About this book
Reviews
"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
Editors and Affiliations
About the editors
Bibliographic Information
Book Title: The Luxury Market in India
Book Subtitle: Maharajas to Masses
Editors: Glyn Atwal, Soumya Jain
DOI: https://doi.org/10.1057/9781137264169
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2012
Hardcover ISBN: 978-0-230-33672-8Published: 29 August 2012
Softcover ISBN: 978-1-349-34053-8Published: 29 August 2012
eBook ISBN: 978-1-137-26416-9Published: 29 August 2012
Edition Number: 1
Number of Pages: XI, 217
Topics: International Business, Marketing, Business Strategy/Leadership, Asian Culture, Economics, general, International Economics