International best seller, The Luxury Strategy: Break the rules of marketing to build luxury brands, written by two of the world's leading voices on luxury, Jean-Noël Kapferer and Vincent Bastien, has now cemented its position as the global authority and reference book on luxury business. This book is ideal for senior executives in the luxury markets, entrepreneurs wishing to create a luxury brand, and students studying luxury brands in depth.
The Luxury Strategy defines the differences between premium and luxury products, between a luxury and a fashion strategy, and why one needs to turn established marketing rules upside down to build luxury brands. It provides a rigorous guide for true and long-lasting success in the field of luxury.
This essential guide 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, Prada, Hermès into profitable global brands. It unveils the narrow path to keep growing while remaining exclusive.
This revised edition builds upon the content that has made this book a staple of the industry. It includes a new preface by the authors and an updating of key cases. The book concludes with a new chapter that delves into the consequences of the luxification of society, the impact of Artificial Intelligence on the sector as well as other new technologies and explores the need for the luxury industry to serve as exemplars of best practice.
eBook - ePub
The Luxury Strategy
Break the Rules of Marketing to Build Luxury Brands
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
The Luxury Strategy
Break the Rules of Marketing to Build Luxury Brands
About this book
Trusted by 375,005 students
Access to over 1.5 million titles for a fair monthly price.
Study more efficiently using our study tools.
Information
Table of contents
- Praise for The Luxury Strategy 3rd edition
- The Luxury Strategy
- Contents
- List of Figures
- List of Tables
- Preface to the 3rd edition
- IntroductionTo be or not to be luxury
- Part One Back to luxury fundamentals
- 01 In the beginning there was luxury
- 02 The end of a confusion: premium is not luxury
- 03 Anti-laws of marketing
- 04 Facets of luxury today
- Part Two Luxury brands need specific management
- 05 Customer attitudes vis-à-vis luxury
- 06 Developing brand equity
- 07 Luxury brand stretching
- 08 Qualifying a product or service as luxury
- 09 Pricing luxury
- 10 Distribution and the internet dilemma
- 11 Communicating luxury
- 12 Financial and HR management of a luxury company
- Part Three Strategic perspectives
- 13 Luxury business models
- 14 Entering luxury and leaving it
- 15 Learning from luxury
- 16 Luxury and sustainable development: convergences and divergences
- Conclusion
- References
- Index
- Copyright Page
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn how to download books offline
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.5M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1.5 million books across 990+ topics, we’ve got you covered! Learn about our mission
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more about Read Aloud
Yes! You can use the Perlego app on both iOS and Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app
Yes, you can access The Luxury Strategy by Jean-Noël Kapferer,Vincent Bastien in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.