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The luxury strategy : break the rules of marketing to build luxury brands Jean Noel Kapferer and Vincent Bastien

By: Contributor(s): Material type: TextTextPublication details: London ; Philadelphia, PA : Kogan Page, 2012.Edition: 2nd edDescription: xi, 395 p. : ill. ; 24 cmISBN:
  • 9780749464912
Subject(s): DDC classification:
  • 658.8 KA LU
Online resources: 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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Holdings
Item type Current library Call number URL Status Notes Date due Barcode
TEACHER REF University of Wollongong in Dubai Tardis 658.8 KA LU (Browse shelf(Opens below)) Available Teacher Reference Copy T0064249
REGULAR University of Wollongong in Dubai Main Collection 658.8 KA LU (Browse shelf(Opens below)) Available T0064096
REGULAR University of Wollongong in Dubai Main Collection 658.8 KA LU (Browse shelf(Opens below)) More online. Available Jan2020 T0064097
3 DAY LOAN University of Wollongong in Dubai 3 day loan 658.8 KA LU (Browse shelf(Opens below)) Available T0064098

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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