Name: Kapferer On Luxury: How Luxury Brands can Grow Yet Remain Rare
Brand: MixGD
SKU: 9780749474362
Price: 3795.0 INR
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Kapferer On Luxury: How Luxury Brands can Grow Yet Remain Rare

by Jean-Noël Kapferer

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ISBN13: 9780749474362
Binding: Paperback
Subject: Business Management
Publisher: Kogan Page
Publisher Imprint: Kogan Page
Publication Date: January 1, 2015
Pages: 240
Original Price: USD 45.99
Language: English
Edition: N/A
Item Weight: 341 grams
BISAC Subject(s): Marketing / General, Management, and Advertising & Promotion

About The Book

This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity?

Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-NoÃ«l Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more.

As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

About The Author

Jean-Noël Kapferer is one of world's foremost thought leaders on luxury and its brands. An active researcher, HEC Paris graduate and PhD-holder from Northwestern University's Kellogg Business School (USA), Kapferer is co-author of The Luxury Strategy and The New Strategic Brand Management and has written many seminal articles. He is a sought after speaker, leading seminars on luxury all around the world at institutions such as HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).

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