FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai, China, 3 October 2017. Global luxury brands from Prada to LVMH are invest Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy
FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

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FILE--Customers walk past a boutique of Louis Vuitton (LV) in Shanghai,  China, 3 October 2017. Global luxury brands from Prada to LVMH are invest  Stock Photo - Alamy

Global Marketing (10th Edition) Mark C. Green, Warren J. Keegan-min