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The luxury strategy : break the rules of marketing to build luxury brands

Author: Jean-Noël Kapferer; Vincent Bastien
Publisher: London ; Philadelphia : Kogan Page, 2009.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.
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Additional Physical Format: Online version:
Kapferer, Jean-Noël.
Luxury strategy.
London ; Philadelphia : Kogan Page, 2009
(OCoLC)891484058
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Jean-Noël Kapferer; Vincent Bastien
ISBN: 9780749454777 0749454776
OCLC Number: 237886218
Description: x, 323 pages : illustrations, plans ; 24 cm
Contents: Introduction: To be or not to be luxury PART 1: Back to luxury fundamentals 1. In the beginning there was luxury 2. The end of a confusion: premium is not luxury 3. Anti-laws of marketing 4. Facets of luxury today PART 2: Luxury brands need specific management 5. Customer attitudes vis-a-vis luxury 7. Luxury brand stretching 8. Qualifying a product as luxury 9. Pricing luxury 10. Distribution and the internet dilemma 11. Luxury communications 12. Financial and HR management of a luxury company PART 3: Strategic perspectives 13. Luxury business models 14. Entering luxury and leaving it 15. Learning from luxury 16. Conclusion: Luxury and sustainable development
Responsibility: J.N. Kapferer and V. Bastien.
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Abstract:

Rationalizes the management of new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari,  Read more...

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"[H]ighly recommended for any basic business collection" - "Midwest Book Review"

 
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