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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)

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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
1 internautes sur 1 ont trouvé ce commentaire utile 
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 (beta) 4.4 étoiles sur 5  15 commentaires
12 internautes sur 12 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Excellent treaty on luxury management 27 décembre 2012
Par Manuel - Publié sur
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.
16 internautes sur 17 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
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.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Very good book for classroom and for practice! 28 avril 2014
Par luxury marketing teacher - Publié sur
Format:Relié|Achat vérifié
I have used this book in the classroom as the primary 'text' as well as recommended this book for use in business real-world practice. It is very good for either purpose. The students enjoyed the 'text' as it is comprehensive, easy-to-read for the international student who is ESL, and provocative in thought as it challenges the reader to think outside the typical marketing 4P's structure. For practice, it provides enough theory to answer the 'why' while giving good examples that provide the application. I will - and am - definitely using this book again as well as continuing to recommend it. I have looked at a number of books that could be used in a classroom setting and this one is, by far, the best. This book is a keeper that will stay on a marketer's shelf - for future reference - for a long time.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Incredible information that sheds light on the luxury industry. 28 avril 2014
Par Ellen Anders - Publié sur
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.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A definitive guide into the world of Luxury Brand Strategy 1 avril 2015
Par Adam Zaka - Publié sur
An essential almanac into the world of Luxury Strategy. It's a completely seperate animal from Traditional Marketing approach, and is covered by the worlds leading expert on the subject of Brand Strategy. Anyone who has less to say, needs to look in the mirror and equate their knowledge to Professor Kapferer's.

All in all, it's laid out a paradigm through which a strategy for entrepreneurial ventures is steered in a direction of imaginative self-exploration, and truly, brings about a whole new relationship between the clients and business. One I feel is rooted in English Customs of Luxury Approach.
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