The Luxury Strategy

Authors: Jean-Noel Kapferer and Vincent Bastien
Kogan Page: 2012

  1. In the Beginning there was Luxury
  2. Premium is not Luxury
  3. Anti-Laws of Marketing
  4. Facets of Luxury Today
  5. Customer Attitudes Toward Luxury
  6. Developing Brand Equity
  7. Luxury Brand Stretching
  8. Qualifying a Product as Luxury
  9. Pricing Luxury
  10. Distribution and the Internet Dilemma
  11. Communicating Luxury
  12. Financial and HR Management of a Luxury Company
  13. Luxury Business Models
  14. Entering and Leaving Luxury
  15. Learning from Luxury
  16. Luxury and Sustainable Development