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|a 9780749464912 (rel.)
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|a 9780749464929 (e-isbn)
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|a eng
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| 082 |
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|a 658.827
|z fre
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|a Kapferer, Jean-Noël.
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|a The luxury strategy :
|b break the rules of marketing to build luxury brands
|c Jean-Noël Kapferer and Vincent Bastien.
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| 250 |
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|a 2nd edition.
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| 260 |
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|a London ;
|a Philadelphia ;
|a New Delhi :
|b Kogan Page,
|c cop. 2012.
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| 300 |
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|a 1 vol. (395 p.) :
|b graph. ;
|c 24 cm.
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| 504 |
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|a Bibliogr. p. [377]-381. Index
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|a Introduction -- Back to luxury fundamentals -- In the beginning there was luxury -- The end of a confusion : premium is not luxury -- Anti-laws of marketing -- Facets of luxury today -- Luxury brands need specific management -- Customer attitudes vis-à-vis luxury -- Developing brand equity -- Luxury brand stretching -- Qualifying a product or service as luxury -- Pricing luxury -- Distribution and the internet dilemma -- Communicating luxury -- Financial and hr management of a luxury company -- Strategic perspectives -- Luxury business models -- Entering luxury and leaving it -- Learning from luxury -- Luxury and sustainable development: convergences and divergences
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| 650 |
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|a Produits de luxe
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| 650 |
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|a Luxe
|x Commercialisation
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| 650 |
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|a Produits de luxe
|x Marketing
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| 700 |
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|a Bastien, Vincent,
|d 19..-
|4 aut
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| 993 |
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|a Livre
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| 994 |
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|a EX
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| 995 |
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|a 160733960
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| 997 |
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|0 384928
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