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The Luxury Strategy (2009)

The Luxury Strategy (2009)

Jean-Noël Kapferer, Vincent Bastien

Year: 2009
Authors: Jean-Noël Kapferer, Vincent Bastien
Pages: 344
Print type: BOOK

Description:

This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.