The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

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9780749454777: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
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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. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company.

The Luxury Strategy 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 clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management.

Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

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Descrizione del libro:

Definitive new book which analyzes the nature of true luxury brands

Identifies the rules for marketing luxury products and implementing a luxury strategy

Experts calculate that the total luxury market will grow to US$2 trillion by 2010

The luxury apparel market alone is calculated to reach US$2.4 trillion by 2012

L'autore:

Jean-Noël Kapferer is an expert on brand management. His book The New Strategic Brand Management is a key reference work for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India. Vincent Bastien is one of the most experienced senior managers in the luxury business. Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums, he has held senior posts at some of the world's most respected luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

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Altre edizioni note dello stesso titolo

9780749456993: The Luxury Strategy

Edizione in evidenza

ISBN 10:  074945699X ISBN 13:  9780749456993
Casa editrice: SAB, 2011
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Kapferer, Jean-Noël, Bastien, Vincent
Editore: Kogan Page (2009)
ISBN 10: 0749454776 ISBN 13: 9780749454777
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Descrizione libro Kogan Page, 2009. Hardcover. Condizione: New. Never used!. Codice articolo P110749454776

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Jean-Noël Kapferer; Vincent Bastien
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Descrizione libro Kogan Page, 2009. Condizione: New. book. Codice articolo M0749454776

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Jean-Noël Kapferer
Editore: Kogan Page (2009)
ISBN 10: 0749454776 ISBN 13: 9780749454777
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Descrizione libro Kogan Page, 2009. Hardcover. Condizione: New. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. Buy with confidence, excellent customer service!. Codice articolo 0749454776n

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