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


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

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

Le Titre Du LivreThe Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
EAN9780749464912
AuteurJean Noel Kapferer
ISBN-100749464917
LangueAnglais
Nombre de pages408 pages
EditeurKogan Page Ltd
CatégoriesBusiness & Investing
Évaluation du client4 étoiles sur 5 de 343 Commentaires client
Nom de fichierthe-luxury-strategy-break-the-rules-of-marketing-to-build-luxury-brands.pdf
La taille du fichier26.24 MB