Beschreibung The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 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.
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 / JeanNoël Kapferer and Vincent Bastien. p. cm ISBN 978-0-7494-5477-7 1. Luxuries--Marketing. 2. Luxury goods industry. 3. Product management. I. Bastien, Vincent. II. Title. HD9999.L852K37 2009 658.8--dc22 2008034402 Typeset by Saxon Graphics Ltd, Derby Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall
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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'.
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The Luxury Strategy: Break the Rules of Marketing to Build ~ The Luxury Strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. 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 .
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 .
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