The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brand

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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brand by Kapferer, Jean-Noel; Bastien, Vincent, 9780749456016
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  • ISBN: 9780749456016 | 0749456019
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  • Copyright: 2/1/2009

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Luxury brand experts Kapferer and Bastien argue that effective management of luxury brands and products requires a thorough understanding of the "luxury" concept. This work rationalizes the concept by studying methods used by such family businesses as Ferrari, Louis Vuitton, Cartier, and Prada.