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.
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus 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.
Inhaltsangabe
Chapter 00: Preface Chapter 00: Introduction: to be or to not be luxury Section ONE: Back to luxury fundamentals Chapter 01: In the beginning there was luxury Chapter 02: The end of a confusion: premium is not luxury Chapter 03: Anti laws of marketing; Chapter 04: Facets of luxury today; Section TWO: Luxury brands need specific management; Chapter 05: Customer attitudes vis à vis luxury; Chapter 06: Developing brand equity; Chapter 07: Luxury brand stretching; Chapter 08: Qualifying a product or service as luxury; Chapter 09: Pricing luxury; Chapter 10: Distribution and the internet dilemma; Chapter 11: Communicating luxury; Chapter 12: Financial and HR management of a luxury company; Section THREE: Strategic perspectives; Chapter 13: Luxury business models; Chapter 14: Entering luxury and leaving it; Chapter 15: Learning from luxury; Chapter 16: Luxury and sustainable development: convergences and divergences Chapter 17: Postface
Chapter 00: Preface Chapter 00: Introduction: to be or to not be luxury Section ONE: Back to luxury fundamentals Chapter 01: In the beginning there was luxury Chapter 02: The end of a confusion: premium is not luxury Chapter 03: Anti laws of marketing; Chapter 04: Facets of luxury today; Section TWO: Luxury brands need specific management; Chapter 05: Customer attitudes vis à vis luxury; Chapter 06: Developing brand equity; Chapter 07: Luxury brand stretching; Chapter 08: Qualifying a product or service as luxury; Chapter 09: Pricing luxury; Chapter 10: Distribution and the internet dilemma; Chapter 11: Communicating luxury; Chapter 12: Financial and HR management of a luxury company; Section THREE: Strategic perspectives; Chapter 13: Luxury business models; Chapter 14: Entering luxury and leaving it; Chapter 15: Learning from luxury; Chapter 16: Luxury and sustainable development: convergences and divergences Chapter 17: Postface
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