Product Description

Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company.

The Luxury Strategy analyses in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods - often very far from the usual marketing strategies - used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes.

The Luxury Strategy clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management.

Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

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Product Details

Publisher	Kogan Page
ISBN	0749454776
Features	ISBN13: 9780749454777 Condition: New Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
Format	Hardcover
Author	Jean-Noel Kapferer,Vincent Bastien
EAN	9780749454777
Label	Kogan Page
Dewey Decimal Number	658.8
Studio	Kogan Page
Number Of Pages	384
Title	The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Publication Date	2009-02-28
Manufacturer	Kogan Page

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Customer Reviews

Thorough Luxury Strategy

Review by Steven Smith, 2010-05-10

This book was far more complete than I expected. I hope it works for me ;)

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Important book for all luxury marketers

Review by Business person, 2010-02-20

An important and outstanding book. It provides the necessary insights to understand the European perspective on luxury. Americans will be intrigued and disagree with some of it; they'll also experience many "aha" moments. I recommend it to all my clients.

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Specific Recommendations & Excellent Analyses

Review by luxe junkie, 2009-12-15

Highly recommended! This one actually prompted me to get out the notebook and post-it flags. I find myself constantly referring back to this book, especially to the many helpful exercises on building brand identity and positioning.

I'm especially pleased that the authors spend some time differentiating between premium and luxury brands, which is overlooked in nearly every other luxury industry book.

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Excellent reference for the luxury universe

Review by David Krzypow, 2009-11-04

The luxury universe needed this book. It offers a compelling and appropriate clarification of the boundaries that divide luxury from premium. It is a reference book even for those involved in non-luxury markets as it provides a useful perspective and source of inspiration.
David Krzypow
[...]

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A title highly recommended for any basic business collection

Review by Midwest Book Review, 2009-09-14

THE LUXURY STRATEGY: BREAK THE RULES OF MARKETING TO BUILD LUXURY BRANDS discusses the luxury market and how to break in, and comes from two industry insiders who analyze what makes a luxury brand and how to employ strategies to make the most of pricing, distribution and more. Models for profitable luxury businesses compliment tips on learning from luxury experiences in a title highly recommended for any basic business collection.

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