Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare - Rilegato

Kapferer, Jean-Noel

Rilegato

ISBN 10: 0749479124 ISBN 13: 9780749479121

Casa editrice: Kogan Page Ltd, 2016

Riassunto

In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative.  In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth.  He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur? Essays also address: 
--The challenges of sustaining luxury
--The importance of remaining rare
--The artification of luxury
--Why luxury should not delocalize
--Adapting the luxury organization to the web
--An exploration into consumers’ psychology of luxury prices
--The distinct business models of luxury brands

Su questo libro

Recensione:

"Kapferer strikes a powerful balance between marketing theory and the real world making it an accessible read....Kapferer is the authority on luxury branding. His work spans decades and he's partnered with an enviable number of researchers and authors." (John King, Head of Marketing at Asons Solicitors, for the Legal Support Network 2015-05-08)

"getAbstract recommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers." (getAbstract, Inc.)

Descrizione del libro:

Addresses the need to demonstrate growth in the face of the many unique challenges to the luxury sector

Offers expert strategies that help sustain luxury growth at higher volumes without risking dilution

Includes recent and authoritative international research into the basis of the luxury dream and a fresh approach to the specific obstacles to perceived exclusivity posed by the Internet

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2016
• ISBN 10: 0749479124
• ISBN 13: 9780749479121
• Rilegatura: Copertina rigida
• Numero di pagine: 240