The Luxury Strategy

"The Luxury Strategy" er en ganske unik vejledning i at markedsføre luksuriøse varer og eksklusive mærke-virksomheder. Bogen introducerer først de ældre forretningsmodeller, der førhen har været profitable, og dernæst de originale og skelsættende metoder som var med til at forvandle familievirksomheder såsom Ferrari, Louis Vuitton, Chanel, Gucci og Armani til globale brands. Bogen analyser derudover luksusbrands' sande natur og videreudvikler gængse marketingsregler. "The Luxury Strategy" er skrevet af Jean Noel Kapferer og Vincent Bastien, der begge er eksperter inden for branding af luksusprodukter og mærkevarer.

"The Luxury Strategy" er en ganske unik vejledning i at markedsføre luksuriøse varer og eksklusive mærke-virksomheder. Bogen introducerer først de ældre forretningsmodeller, der førhen har været profitable, og dernæst de originale og skelsættende metoder som var med til at forvandle familievirksomheder såsom Ferrari, Louis Vuitton, Chanel, Gucci og Armani til globale brands. Bogen analyser derudover luksusbrands' sande natur og videreudvikler gængse marketingsregler. "The Luxury Strategy" er skrevet af Jean Noel Kapferer og Vincent Bastien, der begge er eksperter inden for branding af luksusprodukter og mærkevarer.

International best seller, The Luxury Strategy: Break the rules of marketing to build luxury brands, written by two of the world's leading voices on luxury, Jean-Noël Kapferer and Vincent Bastien, has now cemented its position as the global authority and reference book on luxury business. This book is ideal for senior executives in the luxury markets, entrepreneurs wishing to create a luxury brand, and students studying luxury brands in depth. The Luxury Strategy defines the differences between premium and luxury products, between a luxury and a fashion strategy, and why one needs to turn established marketing rules upside down to build luxury brands. It provides a rigorous guide for true and long-lasting success in the field of luxury. This essential guide rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Prada, Hermès into profitable global brands. It unveils the narrow path to keep growing while remaining exclusive. This revised edition builds upon the content that has made this book a staple of the industry. It includes a new preface by the authors and an updating of key cases. The book concludes with a new chapter that delves into the consequences of the luxification of society, the impact of Artificial Intelligence on the sector as well as other new technologies and explores the need for the luxury industry to serve as exemplars of best practice.

International best seller, The Luxury Strategy: Break the rules of marketing to build luxury brands, written by two of the world's leading voices on luxury, Jean-Noël Kapferer and Vincent Bastien, has now cemented its position as the global authority and reference book on luxury business. This book is ideal for senior executives in the luxury markets, entrepreneurs wishing to create a luxury brand, and students studying luxury brands in depth. The Luxury Strategy defines the differences between premium and luxury products, between a luxury and a fashion strategy, and why one needs to turn established marketing rules upside down to build luxury brands. It provides a rigorous guide for true and long-lasting success in the field of luxury. This essential guide rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Prada, Hermès into profitable global brands. It unveils the narrow path to keep growing while remaining exclusive. This revised edition builds upon the content that has made this book a staple of the industry. It includes a new preface by the authors and an updating of key cases. The book concludes with a new chapter that delves into the consequences of the luxification of society, the impact of Artificial Intelligence on the sector as well as other new technologies and explores the need for the luxury industry to serve as exemplars of best practice.