Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare Paperback - Softcover

Kapferer, Jean-Noël

Softcover

ISBN 10: 074947436X ISBN 13: 9780749474362

Publisher: Kogan Page, 2015

Synopsis

Kapferer on Luxury offers a collection of carefully curated new and popular articles from the world-renowned and undisputed luxury marketing and branding expert Jean-Noël Kapferer. He shares numerous insights and foresights on how the luxury goods sector is changing to arm the reader with strategies to achieve sustainable growth.

Each chapter of Kapferer on Luxury addresses a specific issue or facet relating to luxury growth such as sustaining the 'luxury dream', the artificiation of luxury, the dependency on exclusivity, delocalization, sustainable luxury and managing luxury brands within groups. Together, they paint a complete picture of the conflict between sustaining the definition of luxury as rare, noble, crafted, exclusive, spirited and elevating with the necessity of business growth. As such, it is a perfect resource for luxury brand marketing, branding and account management practitioners and students.

About this title

Review:

"Kapferer strikes a powerful balance between marketing theory and the real world making it an accessible read....Kapferer is the authority on luxury branding. His work spans decades and he's partnered with an enviable number of researchers and authors." (John King, Head of Marketing at Asons Solicitors, for the Legal Support Network 2015-05-08)

"getAbstract recommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers." (getAbstract, Inc.)

Book Description:

Addresses the need to demonstrate growth in the face of the many unique challenges to the luxury sector

Offers expert strategies that help sustain luxury growth at higher volumes without risking dilution

Includes recent and authoritative international research into the basis of the luxury dream and a fresh approach to the specific obstacles to perceived exclusivity posed by the Internet

About this edition

• Publisher: Kogan Page
• Publication date: 2015
• ISBN 10: 074947436X
• ISBN 13: 9780749474362
• Binding: Paperback
• Edition number: 1
• Number of pages: 240