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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, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company.
Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It 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 rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.
Product Features
- Used Book in Good Condition
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Excellent treaty on luxury management I’m a profane in luxury brand management but have interest on learning about it. It provides a theoretical but clear guide about the rules by which this industry works, includind brand stretching, risk management, luxury VS premium, pricing, distribution, communication, internal management, etc. It formulates rules that before were just implicit. I give it 4 stars instead of 5 for 3 reasons: 1) the overuse of Louis Vuitton as an example. 2) The habit of adding bits and shades to the definition…
Exzellent book on luxury marketing but kindle version is low quality 0
Very good book for classroom and for practice! I have used this book in the classroom as the primary ‘text’ as well as recommended this book for use in business real-world practice. It is very good for either purpose. The students enjoyed the ‘text’ as it is comprehensive, easy-to-read for the international student who is ESL, and provocative in thought as it challenges the reader to think outside the typical marketing 4P’s structure. For practice, it provides enough theory to answer the ‘why’ while giving good examples that provide the…
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