The Luxury Strategy J N Kapferer 9780749456993 Books
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What realy is a luxury brand? What is a luxury strategy?
The rapid growth of so-called luxury brands means they can now be found within almost every retail, manufacturing and service sector, whilst new terms qualifying luxury, such as "new luxury" "mass-luxury" and "luxury fashion" regularly appear. But if "luxury" is everywhere and if everything is luxury", then has the term itself lost its meaning?
The Luxury Strategy is the definitive work that sets the record straight on the essence of a luxury strategy. It puts an end to the prevailing conceptual and managerial confusion, and explains the fundamental differences between "premium", "fashion", and "luxury" strategies. Based on an analysis of the social functions of luxury, worldwide best practices (beyond the traditional sectors of luxury) and first-hand direct experience, it sets out the constraining and often paradoxical rules for success, such as turning marketing rules upside-down.
The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. The first book on strategy, it rationalizes those business models that have achieved profitability whilst sustaining the luxury status of their brands. It 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.
The Luxury Strategy will help you to gain a thorough understanding of the unique rules for successful luxury brand management. But more than this, it describes how any organization, from any sector, can learn from luxury and differentiate itself in the long term, even in the business-to-business environment.
Table of Contents Introduction To be or ot to be luxury Part 1 Back to luxury fundamentals In the beginning there was luxury The end of a confusion premium is not luxury Anti-laws of marketing Facets of luxury today Part 2 Luxury brands need specific management Customer attitudes vis-a-vis luxury Developing brand equity Luxury brand stretching Qualifying a product as luxury Pricing luxury Distribution and the internet dilemma Communicating luxury Financial and HR management of a luxury company Part 3 Strategic PerspectivesLuxury business models Entering luxury and leaving it Learning from luxury Conclusion Luxury and sustainable development
The Luxury Strategy J N Kapferer 9780749456993 Books
I bought this book in hopes of learning how to attract a higher clientele for a service business. I knew the book wasn’t quiet written for my purpose. Even with that, there is so much useful information in this book, I couldn’t put a dollar value on it. There are several strategies I’m putting in place. One of the best books I’ve read recently, and I read a lot. I only wish it came in Audible version so I could more easily review it now and than while driving.Product details
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Tags : The Luxury Strategy [J. N Kapferer] on Amazon.com. *FREE* shipping on qualifying offers. What realy is a luxury brand? What is a luxury strategy? The rapid growth of so-called luxury brands means they can now be found within almost every retail,J. N Kapferer,The Luxury Strategy,Macmillan Publishers,074945699X,Business & Investing Marketing
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The Luxury Strategy J N Kapferer 9780749456993 Books Reviews
I have used this book in the classroom as the primary 'text' as well as recommended this book for use in business real-world practice. It is very good for either purpose. The students enjoyed the 'text' as it is comprehensive, easy-to-read for the international student who is ESL, and provocative in thought as it challenges the reader to think outside the typical marketing 4P's structure. For practice, it provides enough theory to answer the 'why' while giving good examples that provide the application. I will - and am - definitely using this book again as well as continuing to recommend it. I have looked at a number of books that could be used in a classroom setting and this one is, by far, the best. This book is a keeper that will stay on a marketer's shelf - for future reference - for a long time.
I was looking for the rationale behind luxury brands and found exactly what I was looking for. This book gives a very comprehensive explanation of the how and why of luxury with plenty of accurate examples. Next to that it is very well written.
It will definitely help me in implementing a successful strategy.
very easy read! it covers definition of luxury to sustainable development in luxury.
I think some of the examples are little outdated but still very insightful read.
Very good book to read, and to keep handy on your shelf if you work for the luxury industry (or have to deal with it).
The coverage of digital for the luxury industry is a bit on the safe side, maybe too much so. If your expecting insights on how to move the needle on the matter, I'm afraid you won't find it here. But I'd say, this book is pretty much a standard on its overall subject, nonetheless.
The gold standard for books on the subject of luxury. Informs you of many industry secrets and very clearly written. Highly recommended. The only book you really need on the subject.
The company I worked for sold a product for an average price of $2K
We bought a foreign luxury line that sold for $6K...same product but 3x higher price.
I was the sales trainer tasked with training and convincing our 60 National Sales Reps that this product was worth 3x the price so they could then convince the customers.
I spent weeks with this book and it worked!
I trained all 60 sales reps and by applying the strategies and perspectives in this book we blew our expectations away!
Where as the CEO of Ford loves to see a Ford in every driveway, the CEO of Porsche gets nervous the minute he see two porches on the same street ~ that embodies luxury strategy!
I'm convinced; if a brand fully commits to the points made in this book, it will achieve wild success. The only catch; everyone will compromise in their execution of a luxury strategy, and that is the one thing a brand can not do if it truly wants to be a luxury brand.
The essential point of the book. Operate your brand like it's a religion. Seriously, luxury is consumption raised to the level of religion.
My only knock; it can read like a college-text, and some of the author's points are repeated to excess.
I bought this book in hopes of learning how to attract a higher clientele for a service business. I knew the book wasn’t quiet written for my purpose. Even with that, there is so much useful information in this book, I couldn’t put a dollar value on it. There are several strategies I’m putting in place. One of the best books I’ve read recently, and I read a lot. I only wish it came in Audible version so I could more easily review it now and than while driving.
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