The Luxury Strategy
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The Luxury Strategy : Break the Rules of Marketing to Build Luxury Brands

4.18 (187 ratings by Goodreads)
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Description

The Luxury Strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.

By defining the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside down, The Luxury Strategy has established itself as the definitive work on the essence of a luxury brand strategy.

This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It also includes a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, cementing its position as the authority on luxury strategy.
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Product details

  • Hardback | 408 pages
  • 166 x 241 x 27mm | 760g
  • London, United Kingdom
  • English
  • Revised
  • 2nd Revised edition
  • 0749464917
  • 9780749464912
  • 75,062

Table of contents

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-a-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
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Review Text

"Highly recommended for any basic business collection."
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Review quote

"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:

"[A]ctionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." --Roger Dooley, Neurosciencemarketing.com

"[H]ighly 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 "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:
""[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf." --Roger Dooley, Neurosciencemarketing.com
"[H]ighly 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:

""[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf."" -- Roger Dooley, Neurosciencemarketing.com

""[H]ighly recommended for any basic business collection"" -- Midwest Book Review Praise for the previous edition:

"[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf." -- Roger Dooley, Neurosciencemarketing.com

"[H]ighly recommended for any basic business collection" -- Midwest Book Review
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About Jean Noel Kapferer

Jean-Noel Kapferer is a worldwide thought leader and expert on brand management. A Professor of marketing strategy at HEC Graduate School of Management in France and is also a corporate branding consultant. His other popular titles include Kapferer on Luxury and The New Strategic Brand Management.

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.
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Rating details

187 ratings
4.18 out of 5 stars
5 48% (90)
4 28% (52)
3 20% (37)
2 3% (5)
1 2% (3)
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