The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by Jean-Noel Kapferer, Vincent Bastien

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands



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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien ebook
ISBN: 0749454776, 9780749454777
Page: 337
Format: pdf
Publisher: Kogan Page


In an article for Branding Strategy Insider, Derrick Daye refers to luxury as “a taste educator,” claiming that “the status of the brand itself as an emitter, shaping the taste of the elites,” is important to its corporate identity. Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. A brilliant book for anyone that need to understand the Luxury Market. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. Inside Luxury: The Growth and Future of the Luxury Goods Industry, Despite the recent economic crisis experienced globally, the luxury industry has continued to grow through a combination of marketing, repositioning, and targeting new and emerging markets. The total luxury market is estimated to reach just over $250 billion by 2013. A practiced marketing writer will be able to leverage inbound marketing techniques characteristic of luxury to showcase a brand's investment value in a way that is more engaging than reciting features and benefits. Strategic BrandBuilding: Building, Measuring And Managing Brand Equity. It provides a very good introduction to the concept of luxury fashion explaining how marketing rules are used in the marketing of luxury brands. After graduating from HEC and Sciences Po Paris, I started my career in marketing at Procter & Gamble in France. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Jean and Vincent explains the inner building blocks of what Luxury is, from a functio-emotional perspective. This book If you are new to this page then make sure you look for exciting offers and deals that are available on Inside Luxury: The Growth and Future of the Luxury Goods Industry and can save your money.