In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth. He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur? Essays also address:
--The challenges of sustaining luxury
--The importance of remaining rare
--The artification of luxury
--Why luxury should not delocalize
--Adapting the luxury organization to the web
--An exploration into consumers’ psychology of luxury prices
--The distinct business models of luxury brands
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Jean-Noël Kapferer is an expert on brand management. His books The New Strategic Brand Management and The Luxury Strategy (Kogan Page) are key reference works for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and frequently gives executive seminars on luxury in Paris, China, the US, Japan, Korea and India.Review:
"getAbstract recommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers." (getAbstract, Inc.)
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Buchbeschreibung Kogan Page Mrz 2015, 2015. Taschenbuch. Buchzustand: Neu. Neuware - In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. An unknown luxury brand with too few clients is unable to cover the considerable costs of luxury retail, but too many clients endanger the exclusivity factor and luxury experience. How fast should a firm grow and where in the world should it do so How much volume should a brand sell When does saturation occur Jean-Noel Kapferer offers insights into how to address these questions and other conflicts unique to the luxury sector, along with strategies to support sustainable growth. 'Kapferer on Luxury' offers a collection of carefully chosen new and popular essays by Jean-Noel Kapferer that address a specific issue relating to luxury growth. These include: sustaining the 'luxury dream,' the dependency on exclusivity, sustainable luxury, managing luxury brands within groups, artificiation (the process of transforming non-art into art) of luxury, and delocalization (sticking to local production). 228 pp. Englisch. Artikel-Nr. 9780749474362