CiNii 図書 - The luxury strategy : break the rules of marketing to build luxury brands

Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company? The Luxury Strategy is a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. The Luxury Strategy rationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands. The Luxury Strategy explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.

Introduction: To be or not to be luxury PART 1: Back to luxury fundamentals 1. In the beginning there was luxury 2. The end of a confusion: premium is not luxury 3. Anti-laws of marketing 4. Facets of luxury today PART 2: Luxury brands need specific management 5. Customer attitudes vis-a-vis luxury 7. Luxury brand stretching 8. Qualifying a product as luxury 9. Pricing luxury 10. Distribution and the internet dilemma 11. Luxury communications 12. Financial and HR management of a luxury company PART 3: Strategic perspectives 13. Luxury business models 14. Entering luxury and leaving it 15. Learning from luxury 16. Conclusion: Luxury and sustainable development

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The luxury strategy : break the rules of marketing to build luxury brands

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