The luxury strategy : break the rules of marketing to build luxury brands
Enregistré dans:
| Auteur principal: | |
|---|---|
| Autres auteurs: | |
| Support: | Livre |
| Langue: | Anglais |
| Publié: |
London ; Philadelphia ; New Delhi :
Kogan Page,
cop. 2012.
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| Édition: | 2nd edition. |
| Sujets: | |
| Autres localisations: | Voir dans le Sudoc |
Table des matières:
- Introduction
- Back to luxury fundamentals
- In the beginning there was luxury
- The end of a confusion : premium is not luxury
- Anti-laws of marketing
- Facets of luxury today
- Luxury brands need specific management
- Customer attitudes vis-à-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
- Strategic perspectives
- Luxury business models
- Entering luxury and leaving it
- Learning from luxury
- Luxury and sustainable development: convergences and divergences