Free PDF The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, by Jean-Noël Kapferer, Vincent Bastien
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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, by Jean-Noël Kapferer, Vincent Bastien
Free PDF The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, by Jean-Noël Kapferer, Vincent Bastien
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Luxury 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, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company.�
Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes 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 rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.
- Sales Rank: #59646 in Books
- Brand: Brand: Kogan Page
- Published on: 2012-10-15
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.30" w x 6.00" l, 1.81 pounds
- Binding: Hardcover
- 408 pages
- Used Book in Good Condition
Review
"This well-written, comprehensive volume on managing luxury products is a blueprint for successfully navigating what many marketers have found to be a treacherous path.� ...Abundant examples enhance the text.� All components of the marketing mix are explored in terms of how they should be applied to luxury brands ...Summing Up: Highly recommended.� Practitioners, students at all levels, general readers, and researchers." --CHOICE
Praise for the previous edition:
"[A]ctionable information and advice. If you market luxury products, or want to, The Luxury Strategy should be on your bookshelf." --Roger Dooley, Neurosciencemarketing.com
"[H]ighly recommended for any basic business collection" --Midwest Book Review�"[A] very intriguing book that can generate passionate discussions...an original and competent point of view on luxury marketing." --Branduniq
Marketing professionals, brand managers, CEOs, business students
About the Author
Jean-No�l Kapferer is an expert on brand management. His book The New Strategic Brand Management is a key reference work for MBA programs worldwide. �He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris.� Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India.
Vincent Bastien is one of the most experienced senior managers in the luxury business. �Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums, he has held senior posts at some of the world's most�respected luxury brands. �He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.
Most helpful customer reviews
15 of 15 people found the following review helpful.
Excellent treaty on luxury management
By Manuel
I'm a profane in luxury brand management but have interest on learning about it. It provides a theoretical but clear guide about the rules by which this industry works, includind brand stretching, risk management, luxury VS premium, pricing, distribution, communication, internal management, etc. It formulates rules that before were just implicit. I give it 4 stars instead of 5 for 3 reasons: 1) the overuse of Louis Vuitton as an example. 2) The habit of adding bits and shades to the definition of "luxury" all along the book instead of doing it on a single chapter (though i admit it's a complex concept) and 3) using debatable statements such as classifying BMW as a proper luxury brand but not Mercedes-Benz, even though it's obvious they are direct competitors. Apart from these minor details, a great book nonetheless.
25 of 28 people found the following review helpful.
Exzellent book on luxury marketing but kindle version is low quality
By Pascal
I downloaded the book three days ago. This is certainly an outstanding book on luxury and according marketing strategies. However the Kindle-version has terrible flaws, no table of content and no internal references. Also the first chapter (anti-laws of luxury marketing) lacks completely.
3 of 3 people found the following review helpful.
Very good book for classroom and for practice!
By snowbird
I have used this book in the classroom as the primary 'text' as well as recommended this book for use in business real-world practice. It is very good for either purpose. The students enjoyed the 'text' as it is comprehensive, easy-to-read for the international student who is ESL, and provocative in thought as it challenges the reader to think outside the typical marketing 4P's structure. For practice, it provides enough theory to answer the 'why' while giving good examples that provide the application. I will - and am - definitely using this book again as well as continuing to recommend it. I have looked at a number of books that could be used in a classroom setting and this one is, by far, the best. This book is a keeper that will stay on a marketer's shelf - for future reference - for a long time.
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