000			02751cam a2200277 i 4500
003			MIUC
005			20181126150834.0
008			120227s2012 enka b 001 0 eng
020			_a9780749464912 (hbk.)
020			_a9780749464929 (ebk.)
040			_aDLC _cDLC _dDLC _dMIUC _beng
082	0	0	_a658.8
100	1		_aKapferer, Jean-Noël _9693
245	1	4	_aThe luxury strategy : _bbreak the rules of marketing to build luxury brands / _cJean-Noël Kapferer and Vincent Bastien.
250			_a2nd ed.
260			_aLondon ; _aPhiladelphia : _bKogan Page, _c2012.
300			_axi, 395 p. : _bill. b&w; _c24 cm.
504			_aIncludes bibliographical references (p. [377]-381) and index.
505	0		_aPt. 1. Back to luxury fundamentals. Ch. 1. In the beginning there was luxury. Ch. 2. The end of a confusion: premium is not luxury. Ch. 3. Anti-laws of marketing. Ch. 4. Facets of luxury today -- Pt. 2. Luxury brands need specific management. Ch. 5. Customer attitudes vis-à-vis luxury. Ch. 6. Developing brand equity. Ch. 7. Luxury brand stretching. Ch. 8. Qualifying a product or service as luxury. Ch. 9. Pricing luxury. Ch. 10. Distribution and the internet dilemma. Ch. 11. Communicating luxury. Ch. 12. Financial and HR management of a luxury company -- Pt. 3. Strategic perspectives. Ch. 13. Luxury business models. Ch. 14. Entering luxury and leaving it. Ch. 15. Learning from luxury. Ch. 16. Luxury and sustainable development: convergences and divergences.
520			_aThe 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.
650		0	_aLuxuries _xMarketing _9695
650		0	_aLuxury goods industry _9696
650		0	_aProduct management _9697
700	1		_aBastien, Vincent _9694
942			_2ddc _cBK