Promotional Information

The Luxury Strategy - Break the Rules of Marketing to Build Luxury Brands defines the nature of luxury products and services and sets out the rules for their effective management - including the luxury marketing mix and implementing a luxury strategy.

Table of Contents

Introduction: To be or not to be luxury PART 1: Back to luxury fundamentals 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 PART 2: Luxury brands need specific management 5. Customer attitudes vis-a-vis luxury 7. Luxury brand stretching 8. Qualifying a product as luxury 9. Pricing luxury 10. Distribution and the internet dilemma 11. Luxury communications 12. Financial and HR management of a luxury company PART 3: Strategic perspectives 13. Luxury business models 14. Entering luxury and leaving it 15. Learning from luxury 16. Conclusion: Luxury and sustainable development

About the Author

Jean-Noël Kapferer is one of the very few worldwide experts on brand management. His best-selling book New Strategic Brand Management (also published by Kogan Page) is the key reference work for top level international MBA's. Professor at HEC Paris, the luxury research centre in Europe, he holds the Pernod-Ricard Chair on Prestige and Luxury Management. Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India. 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 prestigious luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

Reviews

"[A]ctionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." -- Roger Dooley, Neurosciencemarketing.com

"[H]ighly recommended for any basic business collection" - Midwest Book Review