ISBN 9780749474362,The Kapferer on Luxury How Luxury Brands Can Grow Yet Remain Rare

The Kapferer on Luxury How Luxury Brands Can Grow Yet Remain Rare



Kogan Page Limited

Publication Year 2015

ISBN 9780749474362

ISBN-10 074947436X


Number of Pages 224 Pages
Language (English)

Business & management

Kapferer on Luxury offers a collection of carefully curated new and popular articles from the world-renowned and undisputed luxury marketing and branding expert Jean-Noel Kapferer. He shares numerous insights and foresights on how the luxury goods sector is changing to arm the reader with strategies to achieve sustainable growth. Each chapter of Kapferer on Luxury addresses a specific issue or facet relating to luxury growth such as sustaining the 'luxury dream', the artificiation of luxury, the dependency on exclusivity, delocalization, sustainable luxury and managing luxury brands within groups. Together, they paint a complete picture of the conflict between sustaining the definition of luxury as rare, noble, crafted, exclusive, spirited and elevating with the necessity of business growth. As such, it is a perfect resource for luxury brand marketing, branding and account management practitioners and students