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Product Identifiers
PublisherKogan Page, The Limited
ISBN-100749454776
ISBN-139780749454777
eBay Product ID (ePID)70357687
Product Key Features
Number of Pages336 Pages
Publication NameLuxury Strategy : Break the Rules of Marketing to Build Luxury Brands
LanguageEnglish
Publication Year2009
SubjectConsumer Guides, Marketing / General, Economics / General, Management
TypeNot Available
Subject AreaReference, Business & Economics
AuthorJean-Noël Kapferer, Vincent Bastien
FormatHardcover
Dimensions
Item Height1 in
Item Weight23 Oz
Item Length9.5 in
Item Width6.6 in
Additional Product Features
LCCN2008-034402
Dewey Edition23
TitleLeadingThe
Reviews"[A]ctionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." -- Roger Dooley, Neurosciencemarketing.com
IllustratedYes
Dewey Decimal658.8
Intended AudienceTrade
SynopsisLuxury 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'., 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., Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "premium," "ultra-premium," and "hyperluxe" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! What really makes a luxury product, a luxury brand or a luxury company?Luxury brand experts Jean-Noel Kapferer and Vincent Bastien argue that effective management of luxury brands and products requires a thorough understanding of the "luxury" concept. "The Luxury Strategy" rationalizes the concept by considering the highly original methods used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada."The Luxury Strategy" explains the difference between "premium" and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods. It describes how to implement a luxury strategy within a company and delivers clear principles for becoming and remaining "luxury.", 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., The Luxury Strategy - Break the Rules of Marketing to Build Luxury Brands defines the nature of luxury products and services and sets out the rules for their effective management - including the luxury marketing mix and implementing a luxury strategy.
LC Classification NumberHD9999.L852K37 2009
Bewertungen und Rezensionen
Relevanteste Rezensionen
- 26. Jan. 2022
Understanding luxury shopping/buying
An interesting read about the different perspectives between selling a unique ine of a kind item and typical mall buying of products created in bulk.Bestätigter Kauf: JaArtikelzustand: Gebraucht
