The luxury strategy
Subtitle: break the rules of marketing to build luxury brands
By: Jean-Noël Kapferer, Vincent Bastien
Contributors: Bastien, Vincent
Edition: 2nd ed.
Publisher: Kogan Page
Published: 2012
Place of publication: Philadelphia, PA
Language: eng
ISBN-13: 9780749464912; 9780749464929
Subjects: Product management; Marketing; Luxury goods industry; Luxuries
Table of contents: title: Introduction; title: Back to luxury fundamentals; title: In the beginning there was luxury; title: The end of a confusion : premium is not luxury; title: Anti-laws of marketing; title: Facets of luxury today; title: Luxury brands need specific management; title: Customer attitudes vis-à-vis luxury; title: Developing brand equity; title: Luxury brand stretching; title: Qualifying a product or service as luxury; title: Pricing luxury; title: Distribution and the internet dilemma; title: Communicating luxury; title: Financial and hr management of a luxury company; title: Strategic perspectives; title: Luxury business models; title: Entering luxury and leaving it; title: Learning from luxury; title: Luxury and sustainable development: convergences and divergences.