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

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9780749464912: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands


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, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. 

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It 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 rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

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Book Description:

"[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

About the Author:


Jean-Noël Kapferer
is an expert on brand management. His book The New Strategic Brand Management is a key reference work for MBA programs worldwide.  He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris.  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.

Vincent Bastien
is one of the most experienced senior managers in the luxury business.  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 respected luxury brands.  He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

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1.

Kapferer, Jean-Noel
Editorial: Kogan Page 10/28/2012 (2012)
ISBN 10: 0749464917 ISBN 13: 9780749464912
Nuevos Tapa dura Cantidad: 10
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BargainBookStores
(Grand Rapids, MI, Estados Unidos de America)
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Descripción Kogan Page 10/28/2012, 2012. Hardback or Cased Book. Estado de conservación: New. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Book. Nº de ref. de la librería BBS-9780749464912

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Jean Noel Kapferer, Vincent Bastien
Editorial: Kogan Page Ltd, United Kingdom (2012)
ISBN 10: 0749464917 ISBN 13: 9780749464912
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Descripción Kogan Page Ltd, United Kingdom, 2012. Hardback. Estado de conservación: New. 2nd Revised edition. Language: English . Brand New Book. 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. Nº de ref. de la librería AA99780749464912

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Jean-Noel Kapferer, Vincent Bastien
Editorial: Kogan Page 2012-09-03 (2012)
ISBN 10: 0749464917 ISBN 13: 9780749464912
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Descripción Kogan Page 2012-09-03, 2012. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-TBS-00003906

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Jean Noel Kapferer, Vincent Bastien
Editorial: Kogan Page Ltd, United Kingdom (2012)
ISBN 10: 0749464917 ISBN 13: 9780749464912
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Descripción Kogan Page Ltd, United Kingdom, 2012. Hardback. Estado de conservación: New. 2nd Revised edition. Language: English . Brand New Book. 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. Nº de ref. de la librería AA99780749464912

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Jean-Noel Kapferer, Vincent Bastien
Editorial: Kogan Page 2012-09-03 (2012)
ISBN 10: 0749464917 ISBN 13: 9780749464912
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Descripción Kogan Page 2012-09-03, 2012. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-GRD-04892338

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Kapferer, Jean Noel; Bastien, Vincent
Editorial: Kogan Page Ltd (2012)
ISBN 10: 0749464917 ISBN 13: 9780749464912
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Descripción Kogan Page Ltd, 2012. Estado de conservación: New. 2012. 2nd Edition. Hardcover. Explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks and digital developments on the luxury strategy. This book provides a blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. Num Pages: 408 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 235 x 164 x 29. Weight in Grams: 756. . . . . . . Nº de ref. de la librería V9780749464912

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Descripción Kogan Page Ltd, 2012. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería F6-9780749464912

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Descripción 2012. HRD. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería KB-9780749464912

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Jean-Noël Kapferer, Vincent Bastien
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Descripción Kogan Page 2012-09-03, London, 2012. hardback. Estado de conservación: New. Nº de ref. de la librería 9780749464912

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Kapferer, Jean Noel; Bastien, Vincent
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Descripción Kogan Page Ltd. Estado de conservación: New. 2012. 2nd Edition. Hardcover. Explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks and digital developments on the luxury strategy. This book provides a blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. Num Pages: 408 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 235 x 164 x 29. Weight in Grams: 756. . . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780749464912

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