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The Luxury Strategy: Break the Rules of Marketing

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by Jean-Noel Kapferer, Vincent Bastien

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands



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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien ebook
Format: pdf
Publisher: Kogan Page
ISBN: 0749454776, 9780749454777
Page: 337


(2009), The Luxury Strategy, Break the rules of marketing to build luxury brands, Philadelphia: Kogan Page Limited. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. Traditional methods Rules of the game: While some golden tried and tested rules of consumer research and marketing remain, there are a few that need to be especially recognized. The new rich Historically, marketers of luxury brands such as liquor, fragrances, timepieces, fashion and cosmetics have consistently pursued a luxury pricing strategy in order to maintain an impression of exclusivity. The Luxury Strategy : Break the Rules of Marketing to Build Luxury Brands is written by Jean-Noel Kapferer and Vincent Bastien. If identity make luxury brands unique, it means that identity is the USP of a luxury brand. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. I think that this is an excellent example of two top quality brands where one has practiced excellent luxury market strategy and the other has not. Kapferer and Bastien (2008) stated as a Moreover, is the USP really unimportant? Luxury brands looking to break into the China market need to have a proper strategy. Although luxury brands have a marketing strategy, it should not follow some of the main rules of the field. Armani is another example of luxury designer c Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. In fact the consignment shop owners were willing to offer a buyout option brand, and follow all the luxury marketing rules, these brands must somehow make sure that they are reaching their aspirational purchaser while maintaining an elite luxury status.

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