ESCP Europe

Item type

Ebook

Language

English

Publication year

2015

ISBN

978-0-7494-7437-9

Note

• 53 authorized readings

Subjects

LUXURY GOOD - MARKETING MANAGEMENT - STRATEGIC MARKETING

Geographical area

GENERAL

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. @Kogan Page