Beschreibung The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (English Edition). 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.
The Luxury Strategy: Break the Rules of Marketing to Build ~ The luxury strategy, invented by the brands that constitute the sector, turns classical marketing rules, as established by FMCG brands to create mass markets, on their head. A luxury strategy
The Luxury Strategy: Break the Rules of Marketing to Build ~ The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands / Kapferer, Jean-Nol / ISBN: 9780749464912 / Kostenloser Versand für alle Bücher mit Versand und Verkauf duch .
The Luxury Strategy: Break the Rules of Marketing to Build ~ The Luxury Strategy explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.
The Luxury Strategy: Break the Rules of Marketing to Build ~ The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Kogan Page Publishers, 2012 2012 Jean-Noël Kapferer, Vincent Bastien 0749464925, 9780749464929 408 pages The Luxury Strategy, written by two world experts on the subject, provides the first rigorous blueprint for the effective management of luxury .
The Luxury Strategy: Break the Rules of Marketing to Build ~ 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 .
The Luxury Strategy Break The Rules Of Marketing To Build ~ Luxury Strategy Break The Rules Of Marketing To Build Luxury Brands Rules of Marketing to Build . 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. The Luxury Strategy: Break the Rules of Marketing to Build .
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