Overview
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. 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. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Full Product Details
Author: Jean-Noël Kapferer ,
Vincent Bastien
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Edition: 2nd Revised edition
Dimensions:
Width: 16.30cm
, Height: 2.80cm
, Length: 24.20cm
Weight: 0.765kg
ISBN: 9780749464912
ISBN 10: 0749464917
Pages: 408
Publication Date: 03 September 2012
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Hardback
Publisher's Status: Active
Availability: Out of stock
The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available.
Reviews
Praise for the previous edition: <br><br> [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<br><br> [H]ighly recommended for any basic business collection -- Midwest Book Review
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
Author Information
Jean-Noël Kapferer is an internationally recognized thought leader on brands and brand management. A professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including the international bestseller New Strategic Brand Management, and Reinventing the Brand (published by Kogan Page). 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.
