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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.

Produktbeschreibung
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.
  • Produktdetails
  • Verlag: Kogan Page Ltd
  • 2 Revised edition
  • Erscheinungstermin: September 2012
  • Englisch
  • Abmessung: 241mm x 161mm x 35mm
  • Gewicht: 776g
  • ISBN-13: 9780749464912
  • ISBN-10: 0749464917
  • Artikelnr.: 35291770
Autorenporträt
Jean-Noël Kapferer, Vincent Bastien
Inhaltsangabe
Section
ONE: Back to luxury fundamentals; Chapter
01: In the beginning there was luxury; Chapter
02: The end of a confusion: premium is not luxury; Chapter
03: Anti
laws of marketing; Chapter
04: Facets of luxury today; Section
TWO: Luxury brands need specific management; Chapter
05: Customer attitudes vis
à
vis luxury; Chapter
06: Developing brand equity; Chapter
07: Luxury brand stretching; Chapter
08: Qualifying a product or service as luxury; Chapter
09: Pricing luxury; Chapter
10: Distribution and the internet dilemma; Chapter
11: Communicating luxury; Chapter
12: Financial and HR management of a luxury company; Section
THREE: Strategic perspectives; Chapter
13: Luxury business models; Chapter
14: Entering luxury and leaving it; Chapter
15: Learning from luxury; Chapter
16: Luxury and sustainable development: convergences and divergences