Jean-Noel Kapferer: The Luxury Strategy

Cover: 9781398624269 | The Luxury Strategy | Jean-Noel Kapferer (u. a.) | Buch | Englisch

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

Jean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he has been a consultant to many European, Asian and American corporations. He is the author of international bestseller New Strategic Brand Management, and Kapferer on Luxury (published by Kogan Page).

Vincent Bastien was 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 and was previously Affiliate Professor at HEC Paris, teaching Strategy in Luxury.

Inhaltsverzeichnis

Chapter - 00: Preface Chapter - 00: Introduction: to be or to not be luxury Section - ONE: Back to luxury fundamentals Chapter - 01: In the beginning there was luxury Chapter - 02: The end of a confusion: premium is not luxury Chapter - 03: Anti-laws of marketing; Chapter - 04: Facets of luxury today; Section - TWO: Luxury brands need specific management; Chapter - 05: Customer attitudes vis-à-vis luxury; Chapter - 06: Developing brand equity; Chapter - 07: Luxury brand stretching; Chapter - 08: Qualifying a product or service as luxury; Chapter - 09: Pricing luxury; Chapter - 10: Distribution and the internet dilemma; Chapter - 11: Communicating luxury; Chapter - 12: Financial and HR management of a luxury company; Section - THREE: Strategic perspectives; Chapter - 13: Luxury business models; Chapter - 14: Entering luxury and leaving it; Chapter - 15: Learning from luxury; Chapter - 16: Luxury and sustainable development: convergences and divergences Chapter - 17: Postface

Erscheinungsjahr:	2025
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	Einband - fest (Hardcover)
ISBN-13:	9781398624269
ISBN-10:	1398624268
Sprache:	Englisch
Einband:	Gebunden
Autor:	Kapferer, Jean-Noel Bastien, Vincent
Auflage:	3 Revised edition
Hersteller:	Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	236 x 162 x 36 mm
Von/Mit:	Jean-Noel Kapferer (u. a.)
Erscheinungsdatum:	03.06.2025
Gewicht:	0,872 kg

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