The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

Cover
Kogan Page, 2009 - 323 Seiten
Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company.

The Luxury Strategy analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods - often very far from the usual marketing strategies - used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes.

The Luxury Strategy clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management.

Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

Im Buch

 

Inhalt

Antilaws of marketing 1 Forget about positioning luxury is not comparative
1
Does your product have enough flaws?
2
Dont pander to your customers wishes
3
Urheberrecht

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Häufige Begriffe und Wortgruppen

accessories advertising anti-law Armani artisan aspect become brand stretching business model Cartier cent Chanel Chapter classic client clientele coherence communication concept of luxury consumer consumption core cost counterfeiting create creative creator cultural democratic Dior distribution Dom Pérignon dream economic example exclusive expensive facets fact Ferrari function global haute couture Hermès human identity increase investment Kapferer Karl Lagerfeld L'Oréal Lacoste launch leather Lexus licences linked logo longer Louis Vuitton luxury and fashion luxury brand luxury market luxury object luxury perfume luxury product luxury strategy LVMH means Mercedes myth necessary Nespresso Nina Ricci offer Paris perfume person Porsche possible premium prestige prêt-à-porter profitable purchase pyramid Ralph Lauren rarity relationship role sell social stratification society sold specific success symbolic tion trade traditional marketing true upper range watches Yves Saint Laurent Yves Saint-Laurent

Autoren-Profil (2009)

Jean-Noel Kapferer is 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 best seller New Strategic Brand Management, and Reinventing the Brand, and most recently The Luxury Strategy, all three 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, where he teaches Strategy in Luxury.

Bibliografische Informationen

TitelThe Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Kogan Page Series
AutorenJean-Noël Kapferer, Vincent Bastien
Ausgabeillustriert, Neuauflage
VerlagKogan Page, 2009
Original vonIndiana University
Digitalisiert2. Juni 2010
ISBN0749454776, 9780749454777
Länge323 Seiten
  
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