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The luxury strategy : break the rules of marketing to build luxury brands / Jean-Noèel Kapferer and Vincent Bastien.

By: Contributor(s): Material type: TextTextPublication details: London ; Philadelphia, PA : Kogan Page, 2012.Edition: 2nd edDescription: xi, 395 p. : ill. ; 24 cmISBN:
  • 9780749464912 (hardcover)
  • 9780749464929 (ebk.)
Subject(s): DDC classification:
  • 658.8
LOC classification:
  • HD 9999 K17l 2012
Contents:
Introduction -- Back to luxury fundamentals -- In the beginning there was luxury -- The end of a confusion : premium is not luxury -- Anti-laws of marketing -- Facets of luxury today -- Luxury brands need specific management -- Customer attitudes vis-à-vis luxury -- Developing brand equity -- Luxury brand stretching -- Qualifying a product or service as luxury -- Pricing luxury -- Distribution and the internet dilemma -- Communicating luxury -- Financial and hr management of a luxury company -- Strategic perspectives -- Luxury business models -- Entering luxury and leaving it -- Learning from luxury -- Luxury and sustainable development: convergences and divergences.
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Holdings
Item type Current library Home library Collection Shelving location Call number Vol info Copy number Status Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HD 9999 K17l 2012 (Browse shelf(Opens below)) 1 1 Available 00000107588

Incluye referencias bibliográficas (p. [377] -381) e índice.

Introduction -- Back to luxury fundamentals -- In the beginning there was luxury -- The end of a confusion : premium is not luxury -- Anti-laws of marketing -- Facets of luxury today -- Luxury brands need specific management -- Customer attitudes vis-à-vis luxury -- Developing brand equity -- Luxury brand stretching -- Qualifying a product or service as luxury -- Pricing luxury -- Distribution and the internet dilemma -- Communicating luxury -- Financial and hr management of a luxury company -- Strategic perspectives -- Luxury business models -- Entering luxury and leaving it -- Learning from luxury -- Luxury and sustainable development: convergences and divergences.

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