The Luxury Strategy Break the Rules of Marketing to Build Luxury Brands
Kapferer, Jean-Noel/ Bastien, Vincent
ISBN 10: 0749464917 ISBN 13: 9780749464912
Verlag: Kogan Page Ltd, 2012
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Hardcover
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Beschreibung
Beschreibung:
2nd edition. 352 pages. 9.50x6.50x1.25 inches. In Stock. Bestandsnummer des Verkäufers __0749464917
Inhaltsangabe:
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.
Über die Autorinnen und Autoren:
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.
Jean-Noël Kapferer s 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.
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Bibliografische Details
Titel: The Luxury Strategy Break the Rules of ...
Verlag: Kogan Page Ltd
Erscheinungsdatum: 2012
Einband: Hardcover
Zustand: Brand New
Auflage: 2. Auflage
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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
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Zustand: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Book contains highlighter markings. In poor condition, suitable as a reading 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,850grams, ISBN:9780749464912. Artikel-Nr. 4144395
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Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Verlag:
Kogan Page September 2012, 2012
ISBN 10: 0749464917
ISBN 13: 9780749464912
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Hardcover. Zustand: Very Good - Cash. Light reader wear and rubbing to the edges, corners, covers, and pages. The book is in great condition! Stock photos may not look exactly like the book. Artikel-Nr. 1140775
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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
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Kogan Page Ltd, United Kingdom, London, 2012
ISBN 10: 0749464917
ISBN 13: 9780749464912
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Paperback
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Paperback. Zustand: Very Good. 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-Noel 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. 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. GOR006255722
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