000			01894 a2200205 4500
008			121029b xxu||||| |||| 00| 0 eng d
020			_a978-0-7494-6491-2
082			_a658.827
100			_aKAPFERER, JEAN NOEL _94681
245			_aTHE LUXURY STRATEGY
250			_a2
260			_bKOGAN PAGE _c2012 _aLONDON
300			_aXI, 398 P. _bHARD
505			_aLuxury 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. Show Less
650			_aLUXURY GOODS INDUSTRY _94682
650			_aPRODUCT MANAGEMENT _94683
700			_aBASTIEN, VINCENT _94684
942			_2ddc _cREF
999			_c28932 _d28932