The international marketing strategy at the Louis Vuitton & Moët Hennesy (LVMH group) has made it to be considered one of the world’s most successful luxury goods provider since 2000.


For each of your sources, you should include an entry with relevant publication information in MLA format. We will talk about this in class and you will read about it from the textbook.

Your annotations for each of your 6 sources should do the following
• summarize the source (chapter, book, article, or the like).
• identify the piece’s argument (or main point)
• rely primarily on your own words and phrasing—use summary and paraphrase.
• discuss the source’s strengths and weaknesses. For instance, does the item offer a good introduction to the issue? Does the item deal with a particular aspect of the issue that is especially relevant to the problem you plan to address in your proposal? Do you find the piece accessible or is it geared to a more specialize audience?
• describe how this piece will contribute to your project.
Each annotation should be no more than a page, single spaced.


This is my proposal about Louis vuitton: So you will see all my questions, my topic, my background and my select bibliography. Please do my annotated bibliography but my proposal seclect bibliography.

2. Topic:
The international marketing strategy at the Louis Vuitton & Moët Hennesy (LVMH group) has made it to be considered one of the world’s most successful luxury goods provider since 2000.

3. Background:
 LVMH was created as a result of the fusion of Louis Vuitton and the Moët Hennessy in 1987. This fusion created one of the leading giants of the luxury industry. Since 2000 LVMH has consistently maintained position amongst the top three luxury companies in the world competing with Pinault-Printemps-Redoute (PPR) and Gucci group.
 The study aims to demonstrate that LVMH success is due to their marketing strategy, by examining Louis Vuitton & Moët Hennessy strategy in comparison with other leading companies

4. Research Questions:
1. What are the key factors necessary to succeed in the global luxury market?
2. What marketing tools LVMH employ?
3. What steps does Louis Vuitton & Moët Hennessy take to deal with the impact of globalization?
4. What are the strengths and weakness of the LVMH in comparison with other leading luxury companies?
5. Is LVMH’s marketing strategy
different to other leading companies
5. Research Methodology:
ï‚“ Research Library

6. Select Bibliography:
• Isobel D & Robin L (2008) : International marketing strategy : 5th ed. Analysis, development and implémentation London : South-Western Cengage Learning
• Uche Okonkwo (2007) : Luxury fashion branding : 1 first ed. trends, tactics, techniques Basingstoke New York : Palgrave Macmillan
• Jean-Noel K & Vincent B (2009): The Luxury Strategy: 1first ed. Break the Rules of Marketing to Build Luxury Brands London and Philadelphia: Kogan Page Limited
• Michel Ch & Gerald M (2008): Luxury Brand Management: 1first ed. A World of Privilege Singapore: John Wiley & Sons
• Alan M.R (2005): The Regional Multinationals: 1first ed. Mnes And Global Strategic Management Cambridge: Cambridge University Press
• Paul- Gerard P (2005): Louis Vuitton: 1first ed. The Birth of Modern Luxury New York: Harry N. Abrams, Inc


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.