The luxury strategy: break the rules of marketing to build luxury brands

By:

Kapferer, Jean NoeÌ

Contributor(s):

Bastien, Vincent [Author]

Material type: Text

TextPublication details: New York: Kogan Page; c2025.Edition: 3rd edDescription: xx, 450pISBN:

9781398624269

Subject(s):

DDC classification:

658.8223 KAP

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	IMI Delhi	658.8223 KAP (Browse shelf(Opens below))	Checked out	05/01/2026	22188

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.

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