The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Authors: Jean-Noel Kapferer
Year: 2009
Publisher: Kogan Page
Language: english
ISBN 13: 9780749454777
ISBN 808749454776
Categorie: Sales and Marketing
Pages: 337
Edition:

Availability: 5000 in stock

SKU: 9780749454777 Category:

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien

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.  But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company.   The Luxury Strategy analyses in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW,  Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes.   The Luxury Strategy clarifies the difference between “premium,” “fashion,” and “luxury,” and sets out the counter-intuitive rules for successfully marketing luxury goods and services.   Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management.   Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.
Categories:
Business & Economics – Sales & Marketing
Year:
2009
Publisher:
Kogan Page
Language:
english
Pages:
337
ISBN 10:
0749454776
ISBN 13:
9780749454777
File:
1.35 MB

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