عنوان
پدید آورنده
موضوع
رده
HD9999.L852 K37 2009
HD9999
.
L852
K37
2009
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0749454776
(Number (ISBN
9780749454777
NATIONAL BIBLIOGRAPHY NUMBER
Number
b788914
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
The luxury strategy :
General Material Designation
[Book]
Other Title Information
break the rules of marketing to build luxury brands /
First Statement of Responsibility
J.N. Kapferer and V. Bastien.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Philadelphia :
Name of Publisher, Distributor, etc.
Kogan Page,
Date of Publication, Distribution, etc.
2009.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
x, 323 pages :
Other Physical Details
illustrations, plans ;
Dimensions
24 cm
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references (pages 300-304) and index.
CONTENTS NOTE
Text of Note
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
SUMMARY OR ABSTRACT
Text of Note
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.
OTHER EDITION IN ANOTHER MEDIUM
Title
Luxury strategy.
TOPICAL NAME USED AS SUBJECT
Luxuries-- Marketing.
Luxury goods industry.
Product management.
Luxuries-- Marketing.
Luxuries-- Marketing.
Luxury goods industry.
Luxury goods industry.
Luxusgut
Markenartikel
Marketingstrategie
Product management.
Product management.
DEWEY DECIMAL CLASSIFICATION
Number
658
.
8
Edition
22
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HD9999
.
L852
Book number
K37
2009
OTHER CLASS NUMBERS
Class number
QP
624
System Code
rvk
PERSONAL NAME - PRIMARY RESPONSIBILITY
Kapferer, Jean-Noël.
PERSONAL NAME - ALTERNATIVE RESPONSIBILITY
Bastien, Vincent.
ORIGINATING SOURCE
Date of Transaction
20201207022343.0
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
