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

Kapferer, Jean-Noël; Bastien, Vincent

ISBN 10: 0749454776 / ISBN 13: 9780749454777

Published by Kogan Page, 2009

About this Item

All pages and cover are intact. Dust jacket included if applicable, though it may be missing on hardcover editions. Spine and cover may show minor signs of wear including scuff marks, curls or bends to corners as well as cosmetic blemishes including stickers. Pages may contain limited notes or highlighting. "From the library of" labels may be present. Shrink wrap, dust covers, or boxed set packaging may be missing. Bundled media e.g., CDs, DVDs, access codes may not be included.

Seller Inventory # COLV.0749454776.G

Bibliographic Details

• Title: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
• Publisher: Kogan Page
• Publication Date: 2009
• Language: English
• ISBN 10: 0749454776
• ISBN 13: 9780749454777
• Binding: Hardcover
• Condition: good

About this title

Synopsis

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. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company. 

The Luxury Strategy 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 clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services. 

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management. 

Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

About the Author

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 respected luxury brands.  He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.