02727nam a22002417a 4500008004100000020001800041040000800059041000800067050002600075100003400101245012600135250001900261260004900280300004500329505070100374520108701075630010002162630012002262650002502382650002602407650002302433700002902456250703b        |||||||| |||| 00| 0 eng d  a9781398624269  ctbs  aeng  aHD9999b.L852K37 2012  aKapferer, Jean-Noëleauthor  aThe luxury strategy b: break the rules of marketing to build luxury brands c/ Jean-Noël Kapferer and Vincent Bastien.  aThird edition.  aLondon ;aNew York, NY :bKogan Page,c2025.  axx, 450 pages :billustrations ;c24 cm.  aIntroduction — Back to luxury fundamentals — In the beginning there was luxury — The end of a confusion : premium is not luxury — Anti-laws of marketing — Facets of luxury today — Luxury brands need specific management — Customer attitudes vis-à-vis luxury — Developing brand equity — Luxury brand stretching — Qualifying a product or service as luxury — Pricing luxury — Distribution and the internet dilemma — Communicating luxury — Financial and HR management of a luxury company — Strategic perspectives — Luxury business models — Entering luxury and leaving it — Learning from luxury — Luxury and sustainable development: convergences and divergences.  aThe Luxury Strategy defines the differences between premium and luxury products, between a luxury and a fashion strategy, and why one needs to turn established marketing rules upside down to build luxury brands. It provides a rigorous guide for true and long-lasting success in the field of luxury.

This essential guide 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, Prada, Hermès into profitable global brands. It unveils the narrow path to keep growing while remaining exclusive.

This revised edition builds upon the content that has made this book a staple of the industry. It includes a new preface by the authors and an updating of key cases. The book concludes with a new chapter that delves into the consequences of the luxification of society, the impact of Artificial Intelligence on the sector as well as other new technologies and explores the need for the luxury industry to serve as exemplars of best practice. 0a​​MSc Fashion & Luxury Marketing - Understanding Fashion & Luxury Markets and customers​  0a​​MSc Fashion & Luxury Marketing - Designing & implementing Marketing strategies in Fashion & Luxury markets​ 0aLuxuries xMarketing 0aLuxury goods industry 0aProduct management  aBastien, Vincenteauthor