The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Jean-Noël Kapferer
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Jean-Noël Kapferer
Descripción
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies.
Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. 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. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.Detalles
Formato | Tapa dura |
Número de Páginas | 408 |
Lenguaje | Inglés |
Editorial | Kogan Page |
Fecha de Publicación | 2012-09-25 |
Dimensiones | 9.4" x 6.5" x 1.2" pulgadas |
Número de Edición | 2 |
Letra Grande | No |
Con Ilustraciones | Si |
Acerca del Autor
Bastien, Vincent
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 prestigious luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.Kapferer, Jean
Noël: - 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 New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all published by Kogan Page.Garantía & Otros
Garantía: | 30 dias por defectos de fabrica |
Peso: | 0.726 kg |
SKU: | 9780749464912 |
Publicado en Unimart.com: | 26/12/23 |
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