Kapferer on Luxury
How Luxury Brands Can Grow Yet Remain Rare
by JN Kapferer
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Pub Date 25 Mar 2015 | Archive Date 17 Jan 2016
Kogan Page Ltd | Kogan Page
Description
Kapferer on Luxury 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-Noël Kapferer, a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. 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, facing the demand of the Chinese clients, the importance of non-delocalization, 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.
Marketing Plan
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: Break the Rules of Marketing to Build Luxury Brands 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).
Available Editions
| EDITION | Other Format |
| ISBN | 9780749474362 |
| PRICE | £29.99 (GBP) |
