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

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Description


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-No l 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.

Praise For…


Praise for the previous edition:

"[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

"[H]ighly recommended for any basic business collection" -- Midwest Book Review


Product Details
ISBN: 9780749464912
ISBN-10: 0749464917
Publisher: Kogan Page
Publication Date: September 25th, 2012
Pages: 408
Language: English