Break the Rules of Marketing to Build Luxury Brands

Auteur: Kapferer, Jean-Noël
Auteur: Bastien, Vincent
Editeur: Kogan Page
Publication: 2012
Edition n°:
ISBN: 978-0-74946491-2
e-ISBN:
 
Lire le livre Table des matières Partager le livre

The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.

Voir toute la description
 

Score

0

Thématiques

Tags

Dossiers

Présent dans 0dossiers publics

Dossiers

Présent dans 0dossiers privés

Etagères de cours

0

Notes

0

Groupes

0

Commentaires

0

Videos

En ligne actuellement

Derniers commentaires

Warning: Unknown: write failed: No space left on device (28) in Unknown on line 0 Warning: Unknown: Failed to write session data (files). Please verify that the current setting of session.save_path is correct (D:\WEB_ROOT\executive\application/../data/sessions) in Unknown on line 0