Jean-Noël Kapferer, Vincent Bastien

The Luxury Strategy (eBook, ePUB)

Break the Rules of Marketing to Build Luxury Brands

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 408
• Erscheinungstermin: 3. September 2012
• Englisch
• ISBN-13: 9780749464929
• Artikelnr.: 38217130

Autorenporträt

Jean-Noël 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 international bestseller New Strategic Brand Management, and Reinventing the Brand (published by Kogan Page).

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, teaching Strategy in Luxury.

Inhaltsangabe

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