the luxury strategy break the rules of marketing to build luxury brands

Download Book The Luxury Strategy Break The Rules Of Marketing To Build Luxury Brands in PDF format. You can Read Online The Luxury Strategy Break The Rules Of Marketing To Build Luxury Brands here in PDF, EPUB, Mobi or Docx formats.

The Luxury Strategy

Author : Jean-Noël Kapferer
ISBN : 9780749464929
Genre : Business & Economics
File Size : 72. 24 MB
Format : PDF, ePub, Docs
Download : 358
Read : 166

Get This Book


The Luxury Strategy, written by two world experts on the subject, 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, it 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 now includes a 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.

The Luxury Strategy

Author : Jean-Noël Kapferer
ISBN : 0749464917
Genre : Business & Economics
File Size : 56. 92 MB
Format : PDF, ePub, Mobi
Download : 961
Read : 310

Get This Book


"The Luxury Strategy" has established itself as the definitive work on the essence of a luxury strategy, providing a thorough understanding of the unique (and often paradoxical) rules for successful luxury brand management. Completely revised and updated, the second edition of this classic text explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks and digital developments on the luxury strategy. Written by two world experts on the subject, it provides a rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. 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

The Luxury Strategy

Author : Kapferer
ISBN : 074945699X
Genre :
File Size : 45. 37 MB
Format : PDF, Kindle
Download : 198
Read : 452

Get This Book



The Luxury Strategy

Author : Jean-Noel Kapferer
ISBN : 9780749456016
Genre : Business & Economics
File Size : 66. 11 MB
Format : PDF, Kindle
Download : 214
Read : 880

Get This Book


Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company? The Luxury Strategy is a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. The Luxury Strategy rationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands. The Luxury Strategy explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.

Kapferer On Luxury

Author : Jean-Noël Kapferer
ISBN : 9780749474379
Genre : Business & Economics
File Size : 20. 6 MB
Format : PDF, Kindle
Download : 898
Read : 1291

Get This Book


Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, facing the demand of the Chinese clients, the importance of non-delocalization, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students, willing to deepen their understanding of this major luxury challenge.

Luxury Brand Management

Author : Michel Chevalier
ISBN : 9781118171790
Genre : Business & Economics
File Size : 34. 82 MB
Format : PDF, Kindle
Download : 105
Read : 1111

Get This Book


The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

Luxury Online

Author : Uché Okonkwo
ISBN : 9780230248335
Genre : Business & Economics
File Size : 35. 40 MB
Format : PDF, ePub, Mobi
Download : 430
Read : 601

Get This Book


This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online.

Meta Luxury

Author : M. Ricca
ISBN : 9781137005663
Genre : Business & Economics
File Size : 28. 42 MB
Format : PDF, Docs
Download : 432
Read : 303

Get This Book


Meta-Luxury sets out to define the ultimate meaning of true luxury, exploring it as both a culture and business model. Through the concept of Unique Achievement and the drivers of Craftsmanship, Focus, History and Rarity, the authors examine what is at the heart of true luxury through a unique series of conversations.

Cult Of The Luxury Brand

Author : Radha Chadha
ISBN : 9781904838296
Genre : Business & Economics
File Size : 66. 27 MB
Format : PDF, Mobi
Download : 651
Read : 714

Get This Book


The first book to explore how and why an amazing "luxeplosion" is rocking Asia.

Luxury

Author : Ashok Som
ISBN : 9780470830024
Genre : Business & Economics
File Size : 79. 23 MB
Format : PDF, Mobi
Download : 483
Read : 798

Get This Book


A thorough, comprehensive guide to the luxury goods industry for executives, entrepreneurs, and MBA students As key new luxury markets like China and India continue to expand, this book gives professionals in the industry a holistic understanding of luxury market dynamics around the world using relevant data and statistics on current market trends. For investors, the book offers valuable insight on where the industry is headed. For industry insiders and executives, it presents valuable data with which to craft successful business strategies. The definitive insider's guide to the luxury sector Includes rigorous academic data, including information on the business attractiveness and appropriateness of various country markets For professionals in the luxury industry, as well as those studying it or investing in it, Luxury presents a complete and information-packed resource covering virtually every aspect of this growing sector.

Top Download:

Best Books