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Kapferer on Luxury : How Luxury Brands Can Grow Yet Remain Rare
by Jean-noël Kapferer


Overview - In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. In this book, renowned luxury and branding expert Jean-Noel Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy ) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth.  Read more...

 
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More About Kapferer on Luxury by Jean-noël Kapferer
 
 
 
Overview
In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. In this book, renowned luxury and branding expert Jean-Noel Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth. He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur? Essays also address:
--The challenges of sustaining luxury
--The importance of remaining rare
--The artification of luxury
--Why luxury should not delocalize
--Adapting the luxury organization to the web
--An exploration into consumers' psychology of luxury prices
--The distinct business models of luxury brands

 
Details
  • ISBN-13: 9780749474362
  • ISBN-10: 074947436X
  • Publisher: Kogan Page
  • Publish Date: March 2015
  • Page Count: 240
  • Dimensions: 9.21 x 6.14 x 0.51 inches
  • Shipping Weight: 0.75 pounds


Related Categories

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