TY  - BOOK
AU  - Kapferer, Jean-Noël
TI  - Kapferer on luxury
SN  - 9780749474362
PY  - 2015///
PB  - KoganPage
KW  - INDUSTRIAL & SERVICES SECTOR
KW  - Advertising
KW  - Marketing
KW  -  Development Business Development
KW  - Sales management
KW  - Luxuries
KW  - Branding (Marketing)
KW  - Brand name products
KW  - Management
N1  - how luxury brands can grow yet remain rare
N2  - In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative.  In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth.  He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur? ;   ; Essays also address:  ; --The challenges of sustaining luxury ; --The importance of remaining rare ; --The artification of luxury ; --Why luxury should not delocalize ; --Adapting the luxury organization to the web ; --An exploration into consumers' psychology of luxury prices ; --The distinct business models of luxury brands
ER  -