ISBN 13 : 978-1-3986-2426-9

Contents :

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 or service 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
16. Luxury and sustainable development : convergences and divergences

Conclusion

Nbre volumes : 0

Language : English

Print : 3ème

Figure(s) : Schémas

Location : Nice Library

Material : Paper

Statement : Présent

Owner : Bibliothèque