Books

The Luxury Strategy  Break the Rules of Marketing to Build Luxury Brands (adaptation de "Luxe Oblige" aux Editions d'Organisation)

The Luxury Strategy Break the Rules of Marketing to Build Luxury Brands (adaptation de "Luxe Oblige" aux Editions d'Organisation)

V. Bastien, J.-N. KAPFERER

Kogan Page, Londres

2009



Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "premium," "ultra-premium," and "hyperluxe" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! What really makes a luxury product, a luxury brand or a luxury company? Luxury brand experts Jean-Noel Kapferer and Vincent Bastien argue that effective management of luxury brands and products requires a thorough understanding of the "luxury" concept. The Luxury Strategy rationalizes the concept by considering the highly original methods used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada. The Luxury Strategy explains the difference between "premium" and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods. It describes how to implement a luxury strategy within a company and delivers clear principles for becoming and remaining "luxury."

Coûts et Management

V. MALLERET, C. MENDOZA

Dunod, Paris

2018



Création d'entreprise : Comment trouver le meilleur financement

R. PAPIN

Dunod, Paris

2018



(Ré)inventez votre business model

L. LEHMANN ORTEGA, H. MUSIKAS, J-M. SCHOETTL

Dunod, Paris

2017



Comptabilité et Analyse Financière

Comptabilité et Analyse Financière

H. STOLOWY, G. LANGLOIS, Y. DING

De Boeck Supérieur

2017



Création d'entreprise : De l'idée au business plan

R. PAPIN

Dunod, Paris

2017




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