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Bestandsnummer des Verk�ufers 1140775

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Bibliografische Details

Titel

Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

Verlag

Kogan Page September 2012

Erscheinungsjahr

2012

Sprache

Englisch

ISBN-10

0749464917

ISBN-13

9780749464912

Einband

Hardcover

Auflage

2. Auflage

Zustand

Very Good - Cash

Verk�uferkataloge

Business

�ber diesen Titel

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-No�l 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.

�ber 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.

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