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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:
Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury  Read more...
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Document Type: Book
All Authors / Contributors: Jean-Noël Kapferer; Vincent Bastien
ISBN: 9780749464912 0749464917
OCLC Number: 778828666
Description: xi, 395 pages : illustrations ; 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.

Abstract:

Explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks and digital developments on the luxury strategy. This book provides a blueprint for  Read more...

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"This well-written, comprehensive volume on managing luxury products is a blueprint for successfully navigating what many marketers have found to be a treacherous path. ...Abundant examples enhance Read more...

 
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