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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. 2e | Emerald Insight
Please note that corrections may take a couple of weeks to filter through the various RePEc services. Economic literature: papers , articles , software , chapters , books. 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? 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. It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.
The Luxury Strategy
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The luxury strategy : break the rules of marketing to build luxury brands
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Edition: 2nd ed. Description: XI, p.
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- The luxury strategy : break the rules of marketing to build luxury brands.
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Dewey: Philadelphia, PA: Kogan Page, APA: Kapferer, J. The luxury strategy : break the rules of marketing to build luxury brands.