Warehouse Stock Clearance Sale

Grab a bargain today!

The Luxury Strategy


Product Description
Product Details

Promotional Information

Identifies the rules for marketing luxury products and implementing a luxury strategy Provides the depth required to master luxury marketing strategies Includes coverage of human resources and financial management in the luxury space

Table of Contents

  • Section - ONE: Back to luxury fundamentals;
    • Chapter - 01: In the beginning there was luxury;
    • Chapter - 02: The end of a confusion: premium is not luxury;
    • Chapter - 03: Anti-laws of marketing;
    • Chapter - 04: Facets of luxury today;
  • Section - TWO: Luxury brands need specific management;
    • Chapter - 05: Customer attitudes vis-a-vis luxury;
    • Chapter - 06: Developing brand equity;
    • Chapter - 07: Luxury brand stretching;
    • Chapter - 08: Qualifying a product or service as luxury;
    • Chapter - 09: Pricing luxury;
    • Chapter - 10: Distribution and the internet dilemma;
    • Chapter - 11: Communicating luxury;
    • Chapter - 12: Financial and HR management of a luxury company;
  • Section - THREE: Strategic perspectives;
    • Chapter - 13: Luxury business models;
    • Chapter - 14: Entering luxury and leaving it;
    • Chapter - 15: Learning from luxury;
    • Chapter - 16: Luxury and sustainable development: convergences and divergences

About the Author

Jean-Noel Kapferer s an internationally recognized thought leader on brands and brand management. A professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including the international bestseller New Strategic Brand Management, and Reinventing the Brand (published by Kogan Page). 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, teaching Strategy in Luxury.


"This well-written, comprehensive volume on managing luxury products is a blueprint for successfully navigating what many marketers have found to be a treacherous path. ...Abundant examples enhance the text. All components of the marketing mix are explored in terms of how they should be applied to luxury brands ...Summing Up: Highly recommended. Practitioners, students at all levels, general readers, and researchers." * Choice *
"Praise for the previous edition: Actionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." * Roger Dooley, Neurosciencemarketing.com *
"Highly recommended for any basic business collection." * Midwest Book Review *
"A very intriguing book that can generate passionate discussions...an original and competent point of view on luxury marketing." * Branduniq *

Ask a Question About this Product More...
Write your question below:
How Fishpond Works
Fishpond works with suppliers all over the world to bring you a huge selection of products, really great prices, and delivery included on over 25 million products that we sell. We do our best every day to make Fishpond an awesome place for customers to shop and get what they want — all at the best prices online.
Webmasters, Bloggers & Website Owners
You can earn a 8% commission by selling The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands on your website. It's easy to get started - we will give you example code. After you're set-up, your website can earn you money while you work, play or even sleep! You should start right now!
Authors / Publishers
Are you the Author or Publisher of a book? Or the manufacturer of one of the millions of products that we sell. You can improve sales and grow your revenue by submitting additional information on this title. The better the information we have about a product, the more we will sell!
Item ships from and is sold by Fishpond Retail Limited.
Back to top