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

Author(s): Jean Noel Kapferer

Business Finance Management

"The Luxury Strategy" has established itself as the definitive work on the essence of a luxury strategy, providing a thorough understanding of the unique (and often paradoxical) rules for successful luxury brand management. Completely revised and updated, the second edition of this classic text explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks and digital developments on the luxury strategy. Written by two world experts on the subject, it provides a rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.


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The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. The definitive work on the essence of a luxury brand strategy, it sets out the rules for success, and turns established marketing 'rules' upside down.

Praise for the previous edition:

"[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf." -- Roger Dooley,

"[H]ighly recommended for any basic business collection" -- Midwest Book Review

Jean-Noel Kapferer is a worldwide thought leader and expert on brand management. A Professor of marketing strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University, USA and is also a corporate branding consultant. Vincent Bastien is one of the most experienced senior managers in the luxury business. Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums, he has held senior posts at some of the world's most prestigious luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury.

Section - ONE: Back to luxury fundamentals;Chapter - 01: In the beginning there was luxury;Chapter - 02: The end of a confusion: premium is not luxury;Chapter - 03: Anti-laws of marketing;Chapter - 04: Facets of luxury today;Section - TWO: Luxury brands need specific management;Chapter - 05: Customer attitudes vis-a-vis luxury;Chapter - 06: Developing brand equity;Chapter - 07: Luxury brand stretching;Chapter - 08: Qualifying a product or service as luxury;Chapter - 09: Pricing luxury;Chapter - 10: Distribution and the internet dilemma;Chapter - 11: Communicating luxury;Chapter - 12: Financial and HR management of a luxury company;Section - THREE: Strategic perspectives;Chapter - 13: Luxury business models;Chapter - 14: Entering luxury and leaving it;Chapter - 15: Learning from luxury;Chapter - 16: Luxury and sustainable development: convergences and divergences

General Fields

  • : 9780749464912
  • : Kogan Page Ltd
  • : Kogan Page Ltd
  • : 0.827
  • : October 2012
  • : 241mm X 165mm X 29mm
  • : United Kingdom
  • : November 2012
  • : books

Special Fields

  • : 408
  • : 2nd Revised edition
  • : Hardback
  • : Jean Noel Kapferer