奢華的行銷策略 .docVIP

2009商業大書 The Luxury Strategy Break the Rules of Marketing to Build Luxury Brands by Jean-Noel Kapferer and Vincent Bastien 奢華 分類:商業 / Management出版日期: 頁數: 審閱資料:奢華奢侈品品奢華奢侈品The Luxury Strategy》深入分析奢侈品奢侈品法拉利BMW、LV、名援最愛的卡地亞Cartier)、香奈兒Armani、Ralph Lauren等，如何成為知名品營運品奢華Introduction: To be or not to be luxury PART 1: Back to luxury fundamentals 1. In the beginning there was luxury 2. The end of a confusion: premium is not luxury 3. Anti-laws of marketing 4. Facets of luxury today PART 2: Luxury brands need specific management 5. Customer attitudes vis-à-vis luxury 6. Developing brand equity 7. Luxury brand stretching 8. Qualifying a product as luxury 9. Pricing luxury 10. Distribution and the internet dilemma 11. Communicating luxury 12. Financial and HR management of a luxury company PART 3: Strategic perspectives 13. Luxury business models 14. Entering luxury and leaving it 15. Learning from luxury Conclusion: Luxury and sustainable development About the Author Jean-Noel Kapferer is an expert on brand management. His book The New Strategic Brand Management is a key reference work for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India. Vincent Bastien is one of the most experienced senior managers in the luxury business. Formerly MD of Louis Vuitton Malletier and CEO of Yves Saint Laurent Parfums, he has held senior posts at some of the worlds most?respected luxury brands. He is now Affiliate Professor at HEC Paris, where he teaches Strategy in Luxury. Description Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like mass-luxury, new luxury and hyper luxury attempt to qualify luxury. The Luxury Strategy analyses in depth the essence of luxury, highlights its managerial implications and