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

Name: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Brand: KOGAN PAGE
Price: 35.47 EUR
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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.

TheLuxury 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.

Comprar en Amazon: 35.47 €

Marca :KOGAN PAGE

Categoría :Economía

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"While Bain's annual luxury study offers the most authoritative view of the sector's evolving dynamics and long-term trajectory, The Luxury Strategy remains the essential playbook for building enduring brands within that landscape. These two tools complement one another: where Bain maps the terrain, Kapferer and Bastien provide the compass. This new edition stays true to the timeless principles - the anti-laws of marketing, the sociological roots of luxury, and the strategic distinction between luxury, fashion and premium - that have made the book a modern classic, while thoughtfully integrating the profound shifts shaping luxury today - from digitalization to sustainability and the rise of new cultural powers." ― Joëlle de Montgolfier, Executive Vice President - Global Retail & Luxury Practices. Bain & Company

"Like the iconic brands it examines, The Luxury Strategy became an instant classic upon its release. This third edition reaffirms its position as essential reading for anyone pursuing a career in the captivating world of luxury, or for those seeking an insightful glimpse behind the scenes. From its roots in craftsmanship and vision to its flawless execution, luxury represents a rewarding journey. Regardless of a House's size, its history is never a guaranteed path of ease. This book highlights the mandatory principles that ensure robust and sustainable growth, as well as a successful transmission to future generations of both managers and discerning clients." ― Olivier Krug, KRUG Champagne Maison Director

Biografía del autor

Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus 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 New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all 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 was also Affiliate Professor at HEC Paris, where he taught Strategy in Luxury.