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The Luxury Strategy

Jean-Noël Kapferer, Vincent Bastien

Break the Rules of Marketing to Build Luxury Brands

£34.99

The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. The definitive work on the essence of a luxury brand strategy, it sets out the rules for success, and turns established marketing 'rules' upside down.

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    Book Details

    ISBN: 9780749464912
    Edition 2
    Published date: 3 Sep 2012
    Hardback

    408 Pages
    Dimensions: 234x156mm
    Language: English

    About The Book

    The Luxury Strategy has established itself as the definitive work on the essence of a luxury strategy, providing a thorough understanding of the unique (and often paradoxical) rules for successful luxury brand management.
    Completely revised and updated, the second edition of this classic text explores the diversity of meanings of 'luxury' across different markets as well as the impact of social networks and digital developments on the luxury strategy. Written by two world experts on the subject, it provides a rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.

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    About The Authors

    Jean-Noël Kapferer is a worldwide thought leader and expert on brand management. A Professor of marketing strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University, USA and is also a corporate branding consultant.

    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 prestigious luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.


    Jean-Noël Kapferer

    Vincent Bastien


    Other titles by these authors

    The New Strategic Brand Management

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