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" The luxury strategy : "
J.N. Kapferer and V. Bastien.
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BL
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| Record Number
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1034544
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| Doc. No
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b788914
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| Main Entry
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Kapferer, Jean-Noël.
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| Title & Author
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The luxury strategy : : break the rules of marketing to build luxury brands /\ J.N. Kapferer and V. Bastien.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2009.
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| Page. NO
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x, 323 pages :: illustrations, plans ;; 24 cm
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| ISBN
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0749454776
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: 9780749454777
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| Bibliographies/Indexes
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Includes bibliographical references (pages 300-304) and index.
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| Contents
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Introduction. To be or not to be luxury -- 1. In the beginning there was luxury -- 2. The end of a confusion : premium is not luxury -- 3. Anti-laws of marketing -- 4. Facets of luxury today -- 5. Customer attitudes vis-a-vis luxury -- 6. Developing brand equity -- 7. Luxury brand stretching -- 8. Qualifying a product as luxury -- 9. Pricing luxury -- 10. Distribution and the Internet dilemma -- 11. Communicating luxury -- 12. Financial and HR management of a luxury company -- 13. Luxury business models -- 14. Entering luxury and leaving it -- 15. Learning from luxury -- 16. Conclusion : luxury and sustainable development.
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| Abstract
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This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.
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| Subject
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Luxuries-- Marketing.
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Luxury goods industry.
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Product management.
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Luxuries-- Marketing.
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Luxuries-- Marketing.
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Luxury goods industry.
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Luxury goods industry.
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Luxusgut
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Markenartikel
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Marketingstrategie
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Product management.
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Product management.
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| Dewey Classification
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658.8
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| LC Classification
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HD9999.L852K37 2009
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| NLM classification
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QP 624rvk
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| Added Entry
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Bastien, Vincent.
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