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

Kapferer, Jean-Noël,Bastien, Vincent

ISBN 10: 0749454776 / ISBN 13: 9780749454777

Editore: Kogan Page, 2008

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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
Data di pubblicazione: 2008
Legatura: hardcover
Condizione: Very Good