Jean-Noel Kapferer, Vincent Bastien

Gebundenes Buch

The Luxury Strategy

Break the Rules of Marketing to Build Luxury Brands

Beschreibung

Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.

Autor

Jean-Noël 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.

Produktdetails

• Verlag: Kogan Page Ltd
• 2 Revised edition
• Seitenzahl: 408
• Erscheinungstermin: 3. September 2012
• Englisch
• Abmessung: 240mm x 161mm x 26mm
• Gewicht: 788g
• ISBN-13: 9780749464912
• ISBN-10: 0749464917
• Artikelnr.: 35291770