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

Jean-Noel Kapferer

ISBN 10: 0749454776 / ISBN 13: 9780749454777

Editore: Kogan Page Ltd, United Kingdom, London, 2008

Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company? The Luxury Strategy is a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. The Luxury Strategy rationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands. The Luxury Strategy explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice articolo GOR002214209

Riassunto:

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.&#160;<br><br><i>The Luxury Strategy</i> analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods &#8211; often very far from the usual marketing strategies &#8211; used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes.&#160;<br><br><i>The Luxury Strategy</i> clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.&#160;<br><br>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.&#160;<br><br>Finally, <i>The Luxury Strategy</i> unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

Informazioni sull'autore: <div><div><b>Jean-No&#235;l Kapferer</b> is an expert on brand management. His book <i>The New Strategic Brand Management</i> is a key reference work for MBA programs worldwide. &#160;He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris.&#160; 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.&#160; <b>Vincent Bastien</b> is one of the most experienced senior managers in the luxury business. &#160;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&#160;respected luxury brands. &#160;He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.</div></div>

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Titolo: The Luxury Strategy: Break the Rules of ...
Casa editrice: Kogan Page Ltd, United Kingdom, London
Data di pubblicazione: 2008
Legatura: Paperback
Condizione: Very Good