The Luxury Strategy
The Luxury Strategy
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Summary
Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.
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The Luxury Strategy by Vincent Bastien
Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.
"This well-written, comprehensive volume on managing luxury products is a blueprint for successfully navigating what many marketers have found to be a treacherous path...Abundant examples enhance the text. All components of the marketing mix are explored in terms of how they should be applied to luxury brands ...Summing Up: Highly recommended. Practitioners, students at all levels, general readers, and researchers." * Choice *
"Praise for the previous edition: Actionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." * Roger Dooley, Neurosciencemarketing.com *
"Highly recommended for any basic business collection." * Midwest Book Review *
"A very intriguing book that can generate passionate discussions...an original and competent point of view on luxury marketing." * Branduniq *
"Praise for the previous edition: Actionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." * Roger Dooley, Neurosciencemarketing.com *
"Highly recommended for any basic business collection." * Midwest Book Review *
"A very intriguing book that can generate passionate discussions...an original and competent point of view on luxury marketing." * Branduniq *
Jean-Noël 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 bestseller New Strategic Brand Management, and Reinventing the Brand (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 prestigious luxury brands. He is now Affiliate Professor at HEC Paris, teaching Strategy in Luxury.
| SKU | Unavailable |
| ISBN 13 | 9780749464912 |
| ISBN 10 | 0749464917 |
| Title | The Luxury Strategy |
| Author | Jean-Noël Kapferer |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Kogan Page Ltd |
| Year published | 2012-09-03 |
| Number of pages | 408 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |