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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.
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"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.)
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
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Book Description Condition: New. Seller Inventory # 23146419-n
Book Description PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # H8-9780749474362
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Book Description Paperback. Condition: New. Language: English. Brand new Book. This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity?Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noel Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more.As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge. Seller Inventory # AA99780749474362
Book Description PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # DB-9780749474362
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Book Description Paperback / softback. Condition: New. New copy - Usually dispatched within 4 working days. Seller Inventory # B9780749474362
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