Kapferer on luxury : how luxury brands can grow yet remain rare /

Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity?Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury grow...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kapferer, Jean-Noël (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Philadelphia : Kogan Page, 2015.
Temas:
Luxuries > Marketing.
Luxury goods industry.
Product management.
Produits de luxe > Industrie.
Produits commerciaux > Gestion.
Sales & Marketing Management.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Luxuries > Marketing
Luxury goods industry
Product management
Markenpolitik
Luxusgut
Markenartikel
Marketingstrategie
Sales and marketing.
Sales and marketing management.
Brands and branding.
Acceso en línea:Texto completo
Descripción
Sumario:Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity?Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-No̐ưl Kapferer, a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening.
Descripción Física:1 online resource (ix, 228 pages) : illustrations
Bibliografía:Includes bibliographical references and index.
ISBN:9780749474379
0749474378

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