{"product_id":"9780749464912-luxury-strategy-2edn","title":"The Luxury Strategy","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eBreak the Rules of Marketing to Build Luxury Brands\u003cbr\u003eDeconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.\u003cbr\u003e\u003cb\u003eDiscover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. \u003c\/b\u003eHaving established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, \u003ci\u003e\u003cb\u003eThe Luxury Strategy \u003c\/b\u003e\u003c\/i\u003eprovides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of \u003ci\u003e\u003cb\u003eThe Luxury Strategy \u003c\/b\u003e\u003c\/i\u003eexplores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":31298477457505,"sku":"9780749464912","price":48.57,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_33130347.jpg?v=1741186391","url":"https:\/\/www.rarewaves.com\/products\/9780749464912-luxury-strategy-2edn","provider":"Rarewaves.com","version":"1.0","type":"link"}