عنوان
پدید آورنده
موضوع
رده
HD9999.L852 K37 2009
HD9999
.
L852
K37
2009
کتابخانه
محل استقرار
0749454776
9780749454777
b788914
The luxury strategy :
[Book]
break the rules of marketing to build luxury brands /
J.N. Kapferer and V. Bastien.
Philadelphia :
Kogan Page,
2009.
x, 323 pages :
illustrations, plans ;
24 cm
Includes bibliographical references (pages 300-304) and index.
Introduction. To be or not to be luxury -- 1. In the beginning there was luxury -- 2. The end of a confusion : premium is not luxury -- 3. Anti-laws of marketing -- 4. Facets of luxury today -- 5. Customer attitudes vis-a-vis luxury -- 6. Developing brand equity -- 7. Luxury brand stretching -- 8. Qualifying a product as luxury -- 9. Pricing luxury -- 10. Distribution and the Internet dilemma -- 11. Communicating luxury -- 12. Financial and HR management of a luxury company -- 13. Luxury business models -- 14. Entering luxury and leaving it -- 15. Learning from luxury -- 16. Conclusion : luxury and sustainable development.
0
This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.
Luxury strategy.
Luxuries-- Marketing.
Luxury goods industry.
Product management.
Luxuries-- Marketing.
Luxuries-- Marketing.
Luxury goods industry.
Luxury goods industry.
Luxusgut
Markenartikel
Marketingstrategie
Product management.
Product management.
658
.
8
22
HD9999
.
L852
K37
2009
QP
624
rvk
Kapferer, Jean-Noël.
Bastien, Vincent.
20201207022343.0
مطالعه متن کتاب [Book]
Y
