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

Vincent Bastien, Jean-Noël Kapferer

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

by Vincent Bastien, Jean-Noël Kapferer
Compare to estimated retail price: S$75.10  

The item you've got your eye on is secondhand. You probably already know that, but just in case!

The estimated retail price shown next to any listed item represents the first-hand prices we've seen elsewhere, or the estimated original retail price of a comparable item of the same quality, construction and material offered elsewhere in new condition.

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

Decode luxury brands' success and strategic marketing.

If you're intrigued by the glitz of luxury brands, this book is your backstage pass to understanding how they tick. Authors Kapferer and Bastien are like seasoned jewelers, revealing how top-tier brands such as Ferrari and Louis Vuitton craft their sparkle to stand out in a crowded marketplace. With added insights on digital marketing, this read is as current as it is classic in the luxury echelons.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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

by Vincent Bastien, Jean-Noël Kapferer
Compare to estimated retail price: S$75.10  

The item you've got your eye on is secondhand. You probably already know that, but just in case!

The estimated retail price shown next to any listed item represents the first-hand prices we've seen elsewhere, or the estimated original retail price of a comparable item of the same quality, construction and material offered elsewhere in new condition.

Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Very Good Condition

This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Good Condition

We do our best to ensure the quality of our books, but there is no escaping the wear and tear that comes with time. Slight foxing and some annotations may be present on the pages and the cover. There should be no water damage of any kind. For paperbacks, there may be several crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

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ISBN: 9780749464912
Authors: Vincent Bastien, Jean-Noël Kapferer
Publisher: Kogan Page
Date of Publication: 2012-09-25
Format: Hardcover
Related Collections: Business, Personal Development
Related Topics: Management, Business, Self Help, Entrepreneurship, Personal Development, Finance
Goodreads rating: 4.26
(rated by 512 readers)

Description

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. 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. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
 

Decode luxury brands' success and strategic marketing.

If you're intrigued by the glitz of luxury brands, this book is your backstage pass to understanding how they tick. Authors Kapferer and Bastien are like seasoned jewelers, revealing how top-tier brands such as Ferrari and Louis Vuitton craft their sparkle to stand out in a crowded marketplace. With added insights on digital marketing, this read is as current as it is classic in the luxury echelons.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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