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Kapferer on Luxury

Name: Kapferer on Luxury
Brand: Kogan Page
SKU: 39764615
Price: 47.24 EUR
Availability: InStock
Author: Jean-Noel Kapferer
ISBN: 9780749474379

How Luxury Brands Can Grow Yet Remain Rare

Jean-Noel Kapferer

Língua

Inglês

E-book Adobe ePub DRM

Código Libristo: 39764615

Editoras Kogan Page, março 2015

This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue... Descrição completa

Código Libristo: 39764615

114 b

47.24 €

Em stock Imediatamente descarregável

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This book 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-Noel Kapferer, a world-renowned luxury analyst. 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 the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more.As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.