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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands Jean-Noel Kapferer, Vincent Bastien
Publisher: Kogan Page

So far, the In the long-term, if Netflix can get beyond the strategy of being a comprehensive source for video content (or, at least, develop a business model that works for the producers) it should still do quite well. Any we have seem to be confined to marketing…we're a tech company. Bastien, in partnership with Kogan Page publishing. To Jean-Noël Kapferer, one of the authorities for the marketing of luxury brands in Europe, it is most important for luxury brands to communicate with their consumers, e.g. To stay in touch with them and update them online and offline. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. A brilliant book for anyone that need to understand the Luxury Market. Jean and Vincent explains the inner building blocks of what Luxury is, from a functio-emotional perspective. Amazon obliterates the brands that stand between the consumer and the content; Apple steps back and relies on the app makers to build an audience and drive sales of its devices. Second, his Louis Vuitton is not the hero, but only the witness of an exceptional moment (a strategic negotiation). Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. Basically it is essential for the brands to use the many possibilities The Luxury Strategy: Break The Rules of Marketing To Build Luxury Brands, London: Kogan Page, 2009. Excerpted from: The Luxury Strategy: Break The Rules of Marketing to Build Luxury Brands by JN Kapferer and V.