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The Luxury Strategy
Cover of The Luxury Strategy
The Luxury Strategy
Break the Rules of Marketing to Build Luxury Brands
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The Luxury Strategy, written by two world experts on the subject, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. By defining the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside down, it has established itself as the definitive work on the essence of a luxury brand strategy. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It also now includes a section on marketing and selling luxury goods online and the impact of social networks and digital developments, cementing its position as the authority on luxury strategy.
The Luxury Strategy, written by two world experts on the subject, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. By defining the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside down, it has established itself as the definitive work on the essence of a luxury brand strategy. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It also now includes a section on marketing and selling luxury goods online and the impact of social networks and digital developments, cementing its position as the authority on luxury strategy.
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About the Author-
  • Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. A professor at HEC Paris , he holds a PhD from Northwestern University (USA) and is an active consultant to many European , Asian and American corporations. He is the author of 12 books, including the international best seller New Strategic Brand Management , and Reinventing the Brand, and most recently The Luxury Strategy , all three published by Kogan Page.
Table of Contents-
  • 1: Back to luxury fundamentals; 1: In the beginning there was luxury; 2: The end of a confusion; Premium is not luxury; 3: Anti-laws of marketing; 4: Facets of luxury today; 2: Luxury brands need specific management; 5: Customer attitudes vis-á-vis luxury; 6: Developing brand equity; 7: Luxury brand stretching; 8: Qualifying a product or service as luxury; 9: Pricing luxury; 10: Distribution and the internet dilemma; 11: Communicating luxury; 12: Financial and HR management of a luxury company; 3: Strategic Perspectives; 13: Luxury business models; 14: Entering luxury and leaving it; 15: Learning from luxury; 16: Luxury and sustainable development; Convergences and divergences;
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    Kogan Page
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The Luxury Strategy
The Luxury Strategy
Break the Rules of Marketing to Build Luxury Brands
Jean-Noël Kapferer
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