The luxury strategy : break the rules of marketing to build luxury brands
Title By: Bastien, VincentMaterial 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
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|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|
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|658.7 CO MA Managing supply chains :||658.8 BA MA Marketing||658.8 BR MA Marketing and sales analytics :||658.8 KA LU The luxury strategy :||658.8 LE SO Social marketing :||658.8 LO SE Services marketing : people, technology, strategy||658.8 ZE SE Services marketing : integrating customer focus across the firm /|
Formerly CIP. Uk
Includes bibliographical references (p. -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.