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The Luxury Strategy

Break the Rules of Marketing to Build Luxury Brands

The Luxury Strategy by Jean-Noël Kapferer
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The Luxury Strategy, written by two world experts on luxury branding, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. 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.

By defining the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside down, The Luxury Strategy has established itself as the definitive work on the essence of a luxury brand strategy.

This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It also includes a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, cementing its position as the authority on luxury strategy.

Kogan Page; September 2012
352 pages; ISBN 9780749464929
Read online, or download in secure EPUB or secure PDF format
Title: The Luxury Strategy
Author: Jean-Noël Kapferer; Vincent Bastien