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

Author: Jean-Noël Kapferer; Vincent Bastien
Publisher: Philadelphia, PA : Kogan Page, 2012.
Edition/Format:   eBook : Document : English : 2nd edView all editions and formats
Summary:
"The Luxury Strategy has established itself as the definitive work on the essence of a luxury strategy, providing a thorough understanding of the unique (and often paradoxical) rules for successful luxury brand management. Completely revised and updated, the second edition of this classic text explores the diversity of meanings of 'luxury' across different markets as well as the impact of social networks and digital  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Kapferer, Jean-Noël.
Luxury strategy.
Philadelphia, PA : Kogan Page, 2012
(DLC) 2012008027
(OCoLC)778828666
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jean-Noël Kapferer; Vincent Bastien
ISBN: 9780749464929 0749464925
OCLC Number: 811247183
Description: 1 online resource
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, Vincent Bastien.

Abstract:

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.  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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