000 02353cam a2200325 i 4500
001 21719857
005 20240319104057.0
008 200916s2021 enk b 001 0 eng
010 _a 2020041925
020 _a9781789666113
_q(hardback)
020 _a9781789666090
_q(paperback)
020 _z9781789666106
_q(ebook)
040 _aDLC
_beng
_cDLC
_erda
_dDLC
042 _apcc
050 0 0 _aHD9999.L852
_bB69 2021
082 0 0 _a658.5/752
_223
100 1 _aBoyd, Drew,
_eauthor.
245 1 0 _aAdding prestige to your portfolio
_b: how to use the creative luxury process to develop products everyone wants
_c/ Drew Boyd.
264 1 _aLondon ;
_aNew York :
_bKogan Page,
_c[2021]
300 _axiv,199 pages :
_billustrations ;
_c24 cm
504 _aIncludes bibliographical references and index.
520 _a"Contrary to popular belief, luxury is a well-defined code that can be reapplied to any other product or service to enhance its value. Adding Prestige to Your Portfolio reveals how non-luxury companies can apply the principles of luxury and creativity to transition parts of their portfolio to luxury status. Adding Prestige to Your Portfolio describes how companies can elevate any product or service at each step of the customer buying journey (awareness, search and compare, purchase, use, advocate). By applying the creativity technique Closed World Principle, readers can determine which luxury benefits (security, fun, self-respect, self-fulfillment, accomplishment, recognition, relationships or belonging) would best map to their product or service and garner the greatest business impact at that particular stage of the customer buying journey. Illustrated with examples from industries as diverse as healthcare and industrial equipment, Adding Prestige to Your Portfolio shows companies how to borrow the elements of luxury and sprinkle them throughout the customer experience in order to strengthen loyalty and increase their appeal to potential new customers. Online resources include sample syllabi, templates to aid in application of framework, case studies and discussion questions"--
_cProvided by publisher.
650 0 _aLuxuries
_xMarketing.
650 0 _aPrestige.
650 0 _aProduct management.
650 0 _aBranding (Marketing)
650 0 _aOrganizational change.
942 _2lcc
999 _c3412
_d3412
041 _aEnglish