Isobel, Doole & Robin, Lowe. International marketing strategy: Analysis, development and implementation, 5th edition. London: South-Western Cengage Learning, 2008. The analysis of the development and implementation of strategies that helps in international marketing is the main point of the author. This book analyzes international marketing and the factors that should be considered in engaging in international marketing. Isobel and Robin (13) stated that, "international marketing involves the firm in making marketing decision mix." Additionally, the author explains how strategies are developed in order to favor this international marketing. In order to effectively engage in global marketing, the developed strategies need to be effectively implemented so that a lot of profits and revenues may be realized through global marketing. The main argument of the author is the strategies that are used in international marketing, how these strategies are developed and implemented in order to result to increased amounts of profits. The importance of this book to the project is that it explains the strategies that are very essential in making an international marketing a success. This is because one of the research questions of the study is the key factors that are necessary in succeeding in the global marketing and therefore these factors are well explained in the book by providing essential information in global marketing. In this case, different and most useful strategies that can be used by any business in the pursuit of excelling in the global marketing are explained and are very essential in the project. Additionally, the marketing strategies discussed in this book may be used by the LVMH group. On this basis, how well these strategies should be developed and implemented is the key point of the author. From a personal point of view, the author has clearly outlined the strategies that are essential in global marketing. This book is easily accessible since it is not limited to some groups of people as it can be found in libraries.

Uche, Okonkwo. Luxury fashion branding: Trends, Tactics, Techniques Basingstoke, 1st edition. New York: Palgrave Macmillan, 2007. This is a book written by Uche Okonkwo who was among the pioneers consultants of business strategy in luxury industry. It answers the question that fashion is a serious business and therefore it becomes very significant as far as the topic of the study is concerned. The major point of argument of the author is how to name or select the name of a luxury fashion. An attractive name of a luxury fashion attracts large numbers of customers. The aspect of customer satisfaction is the principal ideas of the author as can be seen in the comment that, "the customer of a luxury fashion is the king" (Uche 3) and hence customers should be fully satisfied in order to increase their purchases. The art of creating and managing luxury fashions in order to increase the number of customers purchasing the luxury fashions as explained by the author is very essential in the project. Additionally, the author outlines the business strategy models that are used in the luxury fashion business with an aim of improving sales and profits. From the research project, the one of the research questions is the strengths of the LVMH with comparison with other luxury companies and hence the strategies fashion strategies formulated in this book can be of great use to the LVMH Company. From a personal view, trends, techniques and tactics used in the luxury branding and marketing as explained by the author are very importance in the project. It should be noted that, this book is widely found in libraries and hence it is easy to access it.

Jean-Noel, Kapferer. & Vincent, Bastien. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, 1st edition. London and Philadelphia: Kogan Page Limited, 2009. It explains the strategies that are involved in the business of fashion luxury. The main argument of the author is how strategy of fashion luxury explains the difference between premium and luxury. The principal point of the author is to outline and set out the rules that are deemed applicable in the luxury marketing mix. It should be noted that, in the business of luxury fashion defining the strategy to be used is the most important factor that should be considered. It offers a very good introduction to the concept of luxury fashion by explaining how marketing rules are used in marketing luxury brands. It deals specifically with the rules that are applied in the luxury marketing mix. This is of great significance to the topic of the study bearing in mind that one of the research questions of the study is the marketing tools used by the LVMH Group. From a personal point of view, this book provides wide range of tools to be used in the process of marketing luxury goods in the international markets. It is widely accessible from libraries and hence it is not limited to some groups of readers.

Michel, Chevalier & Gerald, Mazzalovo. Luxury Brand Management: A World of Privilege, 1st edition. Singapore: John Wiley & Sons, 2008. The principal ways of managing a luxury brand in the global market are adequately described in this book. The main argument of the authors is to offer a fascinating and complete assessment of varied dimensions of luxury management in different sectors. A clear introduction of the luxury industries and major luxury sectors indicated in the book supports the key points outlined. Additionally, the principal point is how the power of a luxury brand brings about success in luxury business. Additionally, this book explains the international distribution of luxury goods which is very essential in international marketing of luxury goods. From a personal point of view, information concerning key factors that are necessary in succeeding in global market of luxury goods which is offered by the authors is very essential in the project. This source will be very helpful in the project as it will provide information on the various factors that enable an organization or a company to succeed in global marketing. The main point in this book is the aspect of managing luxury brand in the global market as luxury fashions very essential in the whole world. It is available in international, local, and online libraries and hence it is easily accessible.

Rugman, Alan. The Regional Multinationals: Mnes And Global Strategic Management. Cambridge: Cambridge University Press, 2005. The author examines the nature of multinational business with new models for business strategy. The main argument of the book is how regional multinationals interact in the global markets. The main point is global strategic management of regional multinationals. In this case, the author gives the relevant data concerning intra-regional sales by categorization of industries. This information is very significant for the luxury industries that are willing to enter into the international marketing. Additionally, regional and global strategies of multinational enterprises are explained which shed more lights in the process of international marketing. Rugman (8) stated that, "there are international strategies used by multinationals in the process of marketing." This book is of great help to the project as it brings about the concept of globalization and how it affects multinational enterprises. From a personal point of view, the information provided has built a very strong introduction to the concept of global marketing strategies as it has indicated steps that are taken by multinational companies in dealing with the aspect of globalization. In this case therefore, this source is very essential in the project especially in answering the research question concerning steps taken by the LVMH Group in dealing with the impact of globalization. It is readily available in international and local libraries.

Paul- Gerard, Pasols. Louis Vuitton: The Birth of Modern Luxury, 1st edition. New York: Harry N. Abrams, Inc, 2005. This book talks about the history of the house of Vuitton which was mostly devoted in making luxury brands like stylish luggage, accessories and handbags for a period of more than one hundred and fifty years. In this case, the author demonstrates the birth of modern luxury through the Louis Vuitton's passion for designing fine brands in a dramatic collection of historical images, cutting edge advertising, sketches, and products design. The main ideas in the book outline the birth of modern luxury following the innovations that have been made on the previous luxury brands. It is very helpful in the project as it strongly introduces the way luxury brands have been growing over time. Additionally, it has described the expansion of the LVMH and how it managed to become the world's luxury goods company. It is widely accessible as it can be found in local, online and international libraries and hence its accessibility is not limited only to a group of people.

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