000			01832nam a22002057a 4500
008			241203b |||||||| |||| 00| 0 eng d
020			_a9780749464912 _qhbk.
041			_aEng
082			_a658.8 _bKAP
100			_aKapferer, Jean-Noel ; Bastien, Vincent
245			_aThe luxury strategy : break the rules of marketing to build luxury brands _c/ Jean-Noel Kapferer and Vincent Bastien
250			_a2nd ed.
260			_aLondon _bKogan Page _c2012
300			_axi, 395 p. _b: ill. _c; 24 cm.
504			_aBib and Ref
520			_aLuxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods - often very far from the usual marketing strategies - used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. The Luxury Strategy rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services
650			_aLuxuries - Marketing
650			_aLuxury goods industry
942			_cREF
999			_c565977 _d565977