The Luxury Strategy -

The Luxury Strategy

Break the Rules of Marketing to Build Luxury Brands

By Jean-Noel Kapferer, Vincent Bastien



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The Luxury Strategy, written by two world experts on luxury branding, 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, The Luxury Strategy 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 includes a new 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.

Product code: 9780749464912

ISBN 9780749464912
Dimensions (HxWxD in mm) H241xW166xS27
On Sale Date 03/09/2012
No. Of Pages 408
Publisher Kogan Page Ltd
Edition 2nd Revised edition
Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.