The luxury strategy : break the rules of marketing to build luxury brands
This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix
x, 323 pages : illustrations, plans ; 24 cm
9780749454777, 9780749456993, 0749454776, 074945699X
237886218
Introduction. To be or not to be luxury
1. In the beginning there was luxury
2. The end of a confusion : premium is not luxury
3. Anti-laws of marketing
4. Facets of luxury today
5. Customer attitudes vis-a-vis luxury
6. Developing brand equity
7. Luxury brand stretching
8. Qualifying a product as luxury
9. Pricing luxury
10. Distribution and the Internet dilemma
11. Communicating luxury
12. Financial and HR management of a luxury company
13. Luxury business models
14. Entering luxury and leaving it
15. Learning from luxury
16. Conclusion : luxury and sustainable development