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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 [Format Kindle]

Jean-Noël Kapferer
5.0 étoiles sur 5  Voir tous les commentaires (2 commentaires client)

Prix conseillé : EUR 40,33 De quoi s'agit-il ?
Prix éditeur - format imprimé : EUR 46,52
Prix Kindle : EUR 27,21 TTC & envoi gratuit via réseau sans fil par Amazon Whispernet
Économisez : EUR 19,31 (42%)

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Descriptions du produit

Présentation de l'éditeur

The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.

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Commentaires client les plus utiles
5.0 étoiles sur 5 Reference book in the Luxury Industry 9 novembre 2013
Format:Relié|Achat vérifié
I would like to strongly recommend this book as it is a real reference to understand the Luxury Business Model and the Marketing anti-laws.
The structure of the book is very well crafted and it is easy to quickly find some specific concepts & definitions!
I was lucky to follow the lecture of Professor Kapferer during the Luxury Module and to push in detail the key concepts.. So the first step is to read a book and than to discuss the Major concepts with the Professors!
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5.0 étoiles sur 5 NECESSAIRE 2 janvier 2013
Par Carrie
Format:Relié|Achat vérifié
A lire impérativement pour les professionnels du luxe et pour toute personne souhaitant approfondir leurs connaissances. Conception du luxe assez français.
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Commentaires client les plus utiles sur Amazon.com (beta)
Amazon.com: 4.2 étoiles sur 5  11 commentaires
9 internautes sur 9 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Excellent treaty on luxury management 27 décembre 2012
Par Manuel - Publié sur Amazon.com
Format:Relié
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.
13 internautes sur 14 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Exzellent book on luxury marketing but kindle version is low quality 8 janvier 2013
Par Pascal - Publié sur Amazon.com
Format:Format Kindle|Achat vérifié
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 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Very good 24 janvier 2013
Par reader7 - Publié sur Amazon.com
Format:Relié
It's an outstanding book on this topic. It gives a very good overview and useful definitions of the essence of luxury. It handles many aspects of communicating and selling luxury brands. It provides many examples, explanations and opinions which one can match with real life experience (if one is aware of the luxury brands you can see every day on the street, in newspaper ads, in internet). Of course, one might disagree with some points. But for me, that provides more use to the reader than a book written in an elusive abstract manner.

For my taste, the English language in this book sometimes is strange and made me reading many sentences twice for understanding. But that's a minor issue.
5.0 étoiles sur 5 the best reference on luxury! 5 juin 2014
Par V Yang - Publié sur Amazon.com
Format:Format Kindle
Absolutely the most insightful and comprehensive book on the topic - a must read for anyone who desires a deep understanding of the specificities of this unique industry. Very holistic approach beginning with an examination of the origins of luxury and its role in societal stratification. This is followed by the establishment of a thorough framework (the anti-laws of marketing luxury and the brand identity prism, among others), including many relevant case studies.

Definitely worth buying - I find myself referring to it constantly to refresh my memory on the key principles.
5.0 étoiles sur 5 Incredible information that sheds light on the luxury industry. 28 avril 2014
Par Ellen Anders - Publié sur Amazon.com
Format:Relié|Achat vérifié
The topic of luxury is very broad and because it covers so many sectors, it is difficult to comprehend. I found this book very informative and poses diverging views of luxury strategies and anti-strategies used in marketing. It is helpful in explaining how luxury fits into the global economy and how luxury industry standards define luxury products and experiences. Before reading this book I had a view of luxury being in the hands of the rich and out of reach for most people. However, after reading it, I found that the rare, elusive, quality and timeless values, which are the core essentials to the luxury trade, relate to all walks of life. You don't have to be a billionaire to appreciate quality and a job well done.
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