Verwandte Artikel zu The Luxury Strategy: Break the Rules of Marketing to...
Inhaltsangabe
Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company?
The Luxury Strategy is a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. The Luxury Strategy rationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands.
The Luxury Strategy explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.
Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.
Über die Autorinnen und Autoren
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.
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 was also Affiliate Professor at HEC Paris, where he taught Strategy in Luxury.
Auszug. © Genehmigter Nachdruck. Alle Rechte vorbehalten.
Introduction: To be or not to be luxury
PART 1: Back to luxury fundamentals
1. In the beginning there was luxury
2. The end of a confusion: premium is not luxury
3. Anti-laws of marketing
4. Facets of luxury today
PART 2: Luxury brands need specific management
5. Customer attitudes vis-à-vis luxury
7. Luxury brand stretching
8. Qualifying a product as luxury
9. Pricing luxury
10. Distribution and the internet dilemma
11. Luxury communications
12. Financial and HR management of a luxury company
PART 3: Strategic perspectives
13. Luxury business models
14. Entering luxury and leaving it
15. Learning from luxury
16. Conclusion: Luxury and sustainable development
„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.
Suchergebnisse für The Luxury Strategy: Break the Rules of Marketing to...
Beispielbild für diese ISBN
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Anbieter: WorldofBooks, Goring-By-Sea, WS, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Hardback. Zustand: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Artikel-Nr. GOR002214209
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Anbieter: Anybook.com, Lincoln, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Zustand: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Book contains pencil markings. In fair condition, suitable as a study copy. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,800grams, ISBN:9780749454777. Artikel-Nr. 5767075
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Anbieter: Anybook.com, Lincoln, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,800grams, ISBN:9780749454777. Artikel-Nr. 3956019
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Anbieter: Anybook.com, Lincoln, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,800grams, ISBN:9780749454777. Artikel-Nr. 3956018
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Anbieter: Anybook.com, Lincoln, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,800grams, ISBN:9780749454777. Artikel-Nr. 3956017
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Anbieter: diakonia secondhand, München, Deutschland
Verkäuferbewertung 5 von 5 Sternen
Zustand: Gut. 323 Seiten Gut bis sehr gut. Schutzumschlag mit leichten Gebrauchsspuren. Seiten textsauber, ohne Eintragungen oder Markierungen. 171 Sprache: Englisch Gewicht in Gramm: 720 Gebundene Ausgabe, Größe: 16.1 x 3 x 24.4 cm. Artikel-Nr. 13683
Anzahl: 1 verfügbar