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Luxury Strategy Break the Rules of Marketing to Build Luxury Brands

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ISBN-10: 0749454776

ISBN-13: 9780749454777

Edition: 2009

Authors: Jean-No�l Kapferer, Vincent Bastien

List price: $49.95
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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 "premium," "ultra-premium," and "hyperluxe" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! What really makes a luxury product, a luxury brand or a luxury company? Luxury brand experts Jean-Noel Kapferer and Vincent Bastien argue that effective management of luxury brands and products requires a thorough understanding of the "luxury" concept. "The Luxury Strategy" rationalizes the concept by considering the highly original methods used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel,…    
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Book details

List price: $49.95
Copyright year: 2009
Publisher: Kogan Page, Limited
Publication date: 2/1/2009
Binding: Hardcover
Pages: 336
Size: 7.00" wide x 9.75" long x 1.25" tall
Weight: 1.584
Language: English

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 respected luxury brands.   He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

Introduction: To be or not to be luxury
Back to luxury fundamentals
In the beginning there was luxury
The end of a confusion: premium is not luxury
Anti-laws of marketing
Facets of luxury today
Luxury brands need specific management
Customer attitudes vis-a-vis luxury
Luxury brand stretching
Qualifying a product as luxury
Pricing luxury
Distribution and the internet dilemma
Luxury communications
Financial and HR management of a luxury company
Strategic perspectives
Luxury business models
Entering luxury and leaving it
Learning from luxury
Conclusion: Luxury and sustainable development