包邮奢侈品导论(英文版)

前言/Preface Chapter Ⅰ The Nature of Luxury Section Ⅰ Defining Luxury Section Ⅱ The Origin of Luxury Goods Section Ⅲ The Modern Evolution of Luxury Goods Section Ⅳ The Uniqueness of Luxury Section Ⅴ The Business of Luxury Questions for Discussion Chapter Ⅱ Luxury Brand Section Ⅰ Brand History and Image Section Ⅱ Brand Positioning Section Ⅲ Branding Section Ⅳ Marketing Section Ⅴ Brand Identity Questions for Discussion Chapter Ⅲ Luxury Consurner Section Ⅰ Classifying Luxury Consumcrs Section Ⅱ Motivations for Luxury Consumption Section Ⅲ Chinese Luxury Consumers Questions for Discussion Chapter Ⅳ Luxury Industry Section Ⅰ The Core of Luxury Industry： Operator Section Ⅱ The Soul of Luxury Industry： Design Section Ⅲ Luxury Industry Guarantee： Manufacturing Section Ⅳ Luxury Industry Pusher： Marketing Questions for Discussion Chapter Ⅴ Luxury and Art Questions for Discussion Chapter Ⅵ Chinese Luxury Market Questions for Discussion Reference