The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
ISBN-13:
9780749464912
ISBN-10:
0749464917
Edition:
2
Author:
Jean-Noël Kapferer, Vincent Bastien
Publication date:
2012
Publisher:
Kogan Page
Format:
Hardcover
408 pages
Category:
Management
,
Management & Leadership
,
Advertising
,
Marketing & Sales
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Book details
ISBN-13:
9780749464912
ISBN-10:
0749464917
Edition:
2
Author:
Jean-Noël Kapferer, Vincent Bastien
Publication date:
2012
Publisher:
Kogan Page
Format:
Hardcover
408 pages
Category:
Management
,
Management & Leadership
,
Advertising
,
Marketing & Sales
Summary
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (ISBN-13: 9780749464912 and ISBN-10: 0749464917), written by authors
Jean-Noël Kapferer, Vincent Bastien, was published by Kogan Page in 2012.
With an overall rating of 4.0 stars, it's a notable title among other
Management
(Management & Leadership, Advertising, Marketing & Sales) books. You can easily purchase or rent The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (Hardcover) from BooksRun,
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Management
books
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Description
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 brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes 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 rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.
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