Luxury strategy
Subtitle: unlearning marketing to build luxury brands
By: Jean-Noël Kapferer and Vincent Bastien.
Contributors: Bastien, Vincent.
Publisher: Kogan Page
Published: 2009
Place of publication: London; Philadelphia
Language: eng
Number of pages: 384
ISBN-13: 9780749454777
Subjects: Luxuries -- Marketing; Luxury goods industry; Product management
Description: This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.