000			03475nam a2200337Ia 4500
001			1328
008			230305s2012 xx 000 0 und d
020			_a9780749464912
040			_cTBS
041			_aeng
050			_aHD9999.L852 _bK37 2012
100			_aKapferer, Jean-Noël _92368 _eauthor
245		4	_aThe luxury strategy _b: break the rules of marketing to build luxury brands _c/ Jean-Noël Kapferer, Vincent Bastien
250			_aSecond edition.
260			_bLondon ; Philadelphia, PA; New Delhi : Kogan Page, 2012.
300			_axi, 395 pages : illustrations, charts, graphs (black and white) ; 24 cm.
505			_aPt. 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 -- Pt. 2. Luxury brands need specific management -- 5. Customer attitudes vis-à-vis luxury -- 6. Developing brand equity -- 7. Luxury brand stretching -- 8. Qualifying a product or service as luxury -- 9. Pricing luxury -- 10. Distribution and the internet dilemma -- 11. Communicating luxury -- 12. Financial and HR management of a luxury company -- Pt. 3. Strategic perspectives -- 13. Luxury business models -- 14. Entering luxury and leaving it -- 15. Learning from luxury -- 16. Luxury and sustainable development : convergences and divergences.
520			_aDiscover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It 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, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
526			_aBibliography from B3 Fashion & Luxury: Marketing Strategies
526			_aBibliography from B3 Fashion & Luxury: The World of Luxury
590			_bCollection subset: Management and Business Studies ; Bibliography note: Includes bibliographical references (p. [377]-381) and index.
650		0	_aLuxuries _xMarketing _97147
650		0	_aLuxury goods industry _97363
650		0	_aProduct management _92370
653			_aBibliography B3 FLM - Distribution
653			_aBibliography B3 FLM - Marketing Strategies & Tactics
653			_aBibliography B3 FLM - The World of Luxury
653			_aBibliography MSc - Fashion & Luxury Marketing Management: Reference Handbooks
700			_aBastien, Vincent _eauthor _97163
942			_2lcc
999			_c1335 _d1335