ESCP Europe

Written by Jean-Noël Kapferer and Vincent Bastien, two leading and highly respected figures in the luxury industry, this third edition offers a thorough reassessment of traditional marketing principles. It challenges conventional approaches and presents a strategic vision tailored specifically to the management of luxury brands. Through detailed and insightful analysis, the authors reveal the key drivers behind the enduring success, desirability, and global influence of iconic houses such as Louis Vuitton, Chanel, Cartier, Hermès, and Ferrari. This edition stands as an essential reference for understanding the unique mechanisms that underpin excellence in the world of luxury.