The luxury strategy : break the rules of marketing to build luxury brands / Jean-Noël Kapferer and Vincent Bastien.
نوع المادة : نصالناشر:London ; Philadelphia : Kogan Page, 2012الطبعات:2nd edوصف:xi, 395 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 9780749464912
- 0749464917
- HD9999.L852 K37 2012
نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
---|---|---|---|---|---|---|---|
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HD9999.L852 K37 2012 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010011142898 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HD9999.L852 K37 2012 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30010011142899 |
Browsing UAE Federation Library | مكتبة اتحاد الإمارات shelves, Shelving location: General Collection | المجموعات العامة إغلاق مستعرض الرف(يخفي مستعرض الرف)
HD9999.L4362 H37 2016 التأجير التمويلي وتطبيقات مختارة / | HD9999.L852 B48 2011 Premium by design : how to understand, design and market high end products / | HD9999.L852 B48 2011 Premium by design : how to understand, design and market high end products / | HD9999.L852 K37 2012 The luxury strategy : break the rules of marketing to build luxury brands / | HD9999.L852 K37 2012 The luxury strategy : break the rules of marketing to build luxury brands / | HD9999.R34 G556 1998 Cutting edge : Gillette's journey to global leadership / | HD9999.R34 G556 1998 Cutting edge : Gillette's journey to global leadership / |
Includes bibliographical references (pages 377-381) and index.
Introduction -- Back to luxury fundamentals -- In the beginning there was luxury -- The end of a confusion : premium is not luxury -- Anti-laws of marketing -- Facets of luxury today -- Luxury brands need specific management -- Customer attitudes vis-à-vis luxury -- Developing brand equity -- Luxury brand stretching -- Qualifying a product or service as luxury -- Pricing luxury -- Distribution and the internet dilemma -- Communicating luxury -- Financial and hr management of a luxury company -- Strategic perspectives -- Luxury business models -- Entering luxury and leaving it -- Learning from luxury -- Luxury and sustainable development: convergences and divergences.
Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods - often very far from the usual marketing strategies - used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. The Luxury Strategy rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.