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

By: Kapferer, Jean Noel
Title By: Bastien, Vincent
Material type: BookPublisher: London ; Philadelphia, PA : Kogan Page, 2012.Edition: 2nd ed.Description: xi, 395 p. : ill. ; 24 cm.ISBN: 9780749464912Program: GLUX900 Subject(s): Luxuries -- Marketing | Luxury goods industry | Product managementDDC classification: 658.8 KA LU Online resources: Ebook
Summary:
It is having established itself as the definitive work on the essence of a luxury brand strategy. This book defines the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.
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Item type Home library Call number url Status Notes Date due Barcode Item holds
TEACHER REF University of Wollongong in Dubai
Tardis
658.8 KA LU (Browse shelf) Available Teacher Reference Copy T0064249
REGULAR University of Wollongong in Dubai
Main Collection
658.8 KA LU (Browse shelf) Available T0064096
REGULAR University of Wollongong in Dubai
Main Collection
658.8 KA LU (Browse shelf) link Available Jan2020 T0064097
3 DAY LOAN University of Wollongong in Dubai
3 day loan
658.8 KA LU (Browse shelf) Available T0064098
Total holds: 0

Formerly CIP. Uk

Includes bibliographical references (p. [377]-381) and index.

It is having established itself as the definitive work on the essence of a luxury brand strategy. This book defines the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside-down.

Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level.

This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.

GLUX900

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