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The Luxury Strategy
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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.

Reviews

"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 *

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