The luxury strategy : break the rules of marketing to build luxury brands /
By: Kapferer, Jean-Noël.
Contributor(s): Bastien, Vincent.
Publisher: Philadelphia, PA : Kogan Page, 2012, (2015)Edition: 2nd ed.Description: xi, 395 p. : ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780749464912; 9780749464912:; 0749464917; 9780749464929; 0749464925.Subject(s): Luxuries -- Marketing | Luxury goods industry | Product management![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.8 KAP (Browse shelf(Opens below)) | 1 | Available | 0092562 |
Includes bibliographic references and index.
Introduction -- Back to luxury fundamentals -- In the beginning there was luxury -- The end of a confusion : premium is not luxury -- Anti-laws of marketing -- Facets of luxury today -- Luxury brands need specific management -- Customer attitudes vis-à-vis luxury -- Developing brand equity -- Luxury brand stretching -- Qualifying a product or service as luxury -- Pricing luxury -- Distribution and the internet dilemma -- Communicating luxury -- Financial and hr management of a luxury company -- Strategic perspectives -- Luxury business models -- Entering luxury and leaving it -- Learning from luxury -- Luxury and sustainable development: convergences and divergences.
This work analyses the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.