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The Luxury Strategy: Break the Rules of Marketing

The Luxury Strategy: Break the Rules of Marketing

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by Jean-Noel Kapferer, Vincent Bastien

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands



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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien ebook
ISBN: 0749454776, 9780749454777
Page: 337
Format: pdf
Publisher: Kogan Page


(2009), The Luxury Strategy, Break the rules of marketing to build luxury brands, Philadelphia: Kogan Page Limited. Jean and Vincent explains the inner building blocks of what Luxury is, from a functio-emotional perspective. Although luxury brands have a marketing strategy, it should not follow some of the main rules of the field. Bastien Vincent, Kapferer Jean-Noël. In fact the consignment shop owners were willing to offer a buyout option brand, and follow all the luxury marketing rules, these brands must somehow make sure that they are reaching their aspirational purchaser while maintaining an elite luxury status. After graduating from HEC and Sciences Po Paris, I started my career in marketing at Procter & Gamble in France. Senior Vice President, Sales & Marketing. The Luxury Strategy: Break the Rules of Marketing to Build the Luxury Brand. If identity make luxury brands unique, it means that identity is the USP of a luxury brand. Construct the future, full with love, science and logic. I think that this is an excellent example of two top quality brands where one has practiced excellent luxury market strategy and the other has not. Their motivation to buy these luxury brands has its roots in the more complex Confucian values and demand for social recognition, and the growing influence of Western values… Luxury market in The general believe is that China's auto sales in 2009 will continue growing from the 9.38 million units sold in 2008, break the 10 million barrier, and overtake the US as the world largest market (LI, Fangfang, GONG, Zhengzheng, and XIAO, Ma, 2009). BOOK REVIEW: “The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands” by J.N. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kapferer and Bastien (2008) stated as a Moreover, is the USP really unimportant? ISBN-10: 0060958200 ISBN-13: 978-0060958206. A brilliant book for anyone that need to understand the Luxury Market. How Luxury Brands Can Reinvent the Customer Experience.

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