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Medientyp:
Buch
Titel:
The luxury strategy
:
break the rules of marketing to build luxury brands
Enthält:
Introduction -- Back to luxury fundamentals -- In the beginning there was luxury -- The end of a confusion : premium is not luxury -- Anti-laws of marketing -- Facets of luxury today -- Luxury brands need specific management -- Customer attitudes vis-à-vis luxury -- Developing brand equity -- Luxury brand stretching -- Qualifying a product or service as luxury -- Pricing luxury -- Distribution and the internet dilemma -- Communicating luxury -- Financial and hr management of a luxury company -- Strategic perspectives -- Luxury business models -- Entering luxury and leaving it -- Learning from luxury -- Luxury and sustainable development: convergences and divergences.