The luxury strategy : break the rules of marketing to build luxury brands / Jean-Noël Kapferer and Vincent Bastien.

Author: Kapferer, Jean-Noël.

Edition Statement:2nd ed.

Imprint:London ; Philadelphia, PA : Kogan Page, 2012.

Descriptionxi, 395 p. : ill. ; 24 cm.

Note:In the beginning there was luxury -- The end of a confusion : premium is not luxury -- Anti-laws of marketing -- Facets of luxury today -- Customer attitudes vis-a-vis luxury -- Developing brand equity -- Luxury brand stretching -- Qualifying a product or service as luxury -- Pricing luxury -- Distribution and the internet dilemma -- Communicating luxury -- Financial and hr management of a luxury company -- Luxury business models -- Entering luxury and leaving it -- Learning from luxury -- Luxury and sustainable development : convergences and divergences.

Bibliography Note:Includes bibliographical references (p. [377]-381) and index.

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