The Luxury Strategy
Authors: Jean-Noel Kapferer and Vincent Bastien
Kogan Page: 2012
- In the Beginning there was Luxury
- Premium is not Luxury
- Anti-Laws of Marketing
- Facets of Luxury Today
- Customer Attitudes Toward Luxury
- Developing Brand Equity
- Luxury Brand Stretching
- Qualifying a Product as Luxury
- Pricing Luxury
- Distribution and the Internet Dilemma
- Communicating Luxury
- Financial and HR Management of a Luxury Company
- Luxury Business Models
- Entering and Leaving Luxury
- Learning from Luxury
- Luxury and Sustainable Development