{"product_id":"the-luxury-strategy-break-the-rules-of-marketing-to-build-luxury-brands-9780749464912","title":"The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands","description":"\u003cp\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\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\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. \u003cp\u003e\u003c\/p\u003eWritten 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. \u003cp\u003e\u003c\/p\u003eThis 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. \u003cp\u003e\u003c\/p\u003eNow 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\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eJean-Noël Kapferer \u003c\/b\u003es an internationally recognized thought leader on brands and brand management. A professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including the international bestseller \u003ci\u003e\u003cb\u003eNew Strategic Brand Management\u003c\/b\u003e\u003c\/i\u003e, and \u003ci\u003eReinventing the Brand \u003c\/i\u003e(published by Kogan Page). \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eVincent Bastien \u003c\/b\u003eis one of the most experienced senior managers in the luxury business. Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums, he has held senior posts at some of the world's most prestigious luxury brands. He is now Affiliate Professor at HEC Paris, teaching Strategy in Luxury.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50615507878162,"sku":"9780749464912","price":50.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_a7885663-9f63-4541-8c29-22d4cfab1318.jpg?v=1732491731","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-luxury-strategy-break-the-rules-of-marketing-to-build-luxury-brands-9780749464912","provider":"Surprise Castle","version":"1.0","type":"link"}