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About The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands 2nd edition by Kapferer, Jean-Noel, Bastien, Vincent (2012) Hardcover
Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like and “premium, and ” and “ultra-premium, and ” and and “hyperluxe and ” 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 and “luxury and ” 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 and “premium and ” and and “luxury, and ” 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 and “luxury. and “
Detailed Information
| Author: | Jean-Noel Kapferer |
|---|---|
| Publication Year: | 2008 |
| Pages: | 507 |
| Language: | English |
| File Size: | 4.3 |
| Format: | |
| Price: | FREE |
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