The luxury strategy: break the rules of marketing to build luxury brands
Kapferer, Jean NoeÌ
The luxury strategy: break the rules of marketing to build luxury brands - 3rd ed. - New York: Kogan Page; c2025. - xx, 450p.
Includes bibliographical references and index.
The Luxury Strategy defines the differences between premium and luxury products, between a luxury and a fashion strategy, and why one needs to turn established marketing rules upside down to build luxury brands. It provides a rigorous guide for true and long-lasting success in the field of luxury.
This revised edition builds upon the content that has made this book a staple of the industry. It includes a new preface by the authors and an updating of key cases. The book concludes with a new chapter that delves into the consequences of the luxification of society, the impact of Artificial Intelligence on the sector as well as other new technologies and explores the need for the luxury industry to serve as exemplars of best practice.
9781398624269
Marketing
Luxury goods industry
Product management
Business & Economics
658.8223 KAP
The luxury strategy: break the rules of marketing to build luxury brands - 3rd ed. - New York: Kogan Page; c2025. - xx, 450p.
Includes bibliographical references and index.
The Luxury Strategy defines the differences between premium and luxury products, between a luxury and a fashion strategy, and why one needs to turn established marketing rules upside down to build luxury brands. It provides a rigorous guide for true and long-lasting success in the field of luxury.
This revised edition builds upon the content that has made this book a staple of the industry. It includes a new preface by the authors and an updating of key cases. The book concludes with a new chapter that delves into the consequences of the luxification of society, the impact of Artificial Intelligence on the sector as well as other new technologies and explores the need for the luxury industry to serve as exemplars of best practice.
9781398624269
Marketing
Luxury goods industry
Product management
Business & Economics
658.8223 KAP