Description: Kapferer on Luxury : How Luxury Brands Can Grow Yet Remain Rare, Paperback by Kapferer, Jean-Noël, ISBN 074947436X, ISBN-13 9780749474362, Brand New, Free shipping in the US Kapferer, a researcher and specialist in luxury and its brands, considers the challenge of major luxury brands to pursue growth yet retain their rarity and exclusivity. He analyzes the current “artification” of luxury and the increase of “abundant rarity” strategies that aid in sustaining luxury with higher volumes, and discusses internet issues and the management of luxury companies and groups. He addresses the role of Chinese consumers, the role of the internet and social networks in consumer behavior, and the blurred boundaries between luxury, fashion, premium, and mass prestige brands, as well as the new demands for sustainable development; how luxury brands can follow a fashion business model and construct themselves as art; how to adapt price and logo to different segments; why brands should retain local production; consumer psychology regarding luxury prices; different business models; why family-owned companies should join luxury groups; and developing luxury brands within groups. Some chapters have been previously published as articles in journals. Annotation ©2015 Ringgold, Inc., Portland, OR ()
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Book Title: Kapferer on Luxury : How Luxury Brands Can Grow Yet Remain Rare
Number of Pages: 240 Pages
Language: English
Publication Name: Kapferer on Luxury : How Luxury Brands Can Grow Yet Remain Rare
Publisher: Kogan Page, The Limited
Subject: Marketing / General, Consumer Guides, Personal Success, Development / Business Development, Economics / General, Management
Item Height: 0.7 in
Publication Year: 2015
Type: Not Available
Item Weight: 9.1 Oz
Subject Area: Référence, Business & Economics
Item Length: 7.8 in
Author: Jean-Noël. Kapferer, Jean-Noël Kapferer
Item Width: 5.1 in
Format: Trade Paperback
