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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.
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.
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
Details
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 |
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.
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
Details
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 |
Sicherheitshinweis