Kapferer, Jean Noel

The luxury strategy : break the rules of marketing to build luxury brands Jean Noel Kapferer and Vincent Bastien - 2nd ed. - London ; Philadelphia, PA : Kogan Page, 2012. - xi, 395 p. : ill. ; 24 cm.

Formerly CIP. Uk



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.



9780749464912

2012008027


Luxuries--Marketing
Luxury goods industry
Product management

658.8 KA LU