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The luxury strategy : break the rules of marketing to build luxury brands
Auteur
Éditeur Kogan Page
Année cop. 2012
Exemplaires
Notices liées
Notice détaillée
Auteur
Titre
The luxury strategy : break the rules of marketing to build luxury brands
Édition
2nd edition
Éditeur
Description
1 vol. (395 p.) : graph. ; 24 cm
Notes
Bibliogr. p. [377]-381. Index
Collaborateurs
Sujets
Classification Dewey
658.8
Contenu
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
ISBN
978-0-7494-6491-2
978-0-7494-6492-9
Origine de la notice
Abes (SUDOC)
 

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