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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, 2012.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:

This ground-breaking book deconstructs the marketing of luxury goods and companies, revealing the unique and often paradoxical 'anti-laws' of successful luxury brand management.

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Document Type: Book
All Authors / Contributors: Jean-Noël Kapferer; Vincent Bastien
ISBN: 9780749464912 0749464917
OCLC Number: 778828666
Description: xi, 395 p. : ill. ; 24 cm.
Contents: Introduction --
Back to luxury fundamentals --
In the beginning there was luxury --
The end of a confusion : premium is not luxury --
Anti-laws of marketing --
Facets of luxury today --
Luxury brands need specific management --
Customer attitudes vis-à-vis luxury --
Developing brand equity --
Luxury brand stretching --
Qualifying a product or service as luxury --
Pricing luxury --
Distribution and the internet dilemma --
Communicating luxury --
Financial and hr management of a luxury company --
Strategic perspectives --
Luxury business models --
Entering luxury and leaving it --
Learning from luxury --
Luxury and sustainable development: convergences and divergences.
Responsibility: Jean-Noël Kapferer and Vincent Bastien.

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Praise for the previous edition: "[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf." -- Roger Dooley, Read more...

 
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