Deconstruct the marketing of the most successful luxury goods, brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.
Deconstruct the marketing of the most successful luxury goods, brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Chapter 00: Preface Chapter 00: Introduction: to be or to not be luxury Section ONE: Back to luxury fundamentals Chapter 01: In the beginning there was luxury Chapter 02: The end of a confusion: premium is not luxury Chapter 03: Anti laws of marketing; Chapter 04: Facets of luxury today; Section TWO: Luxury brands need specific management; Chapter 05: Customer attitudes vis à vis luxury; Chapter 06: Developing brand equity; Chapter 07: Luxury brand stretching; Chapter 08: Qualifying a product or service as luxury; Chapter 09: Pricing luxury; Chapter 10: Distribution and the internet dilemma; Chapter 11: Communicating luxury; Chapter 12: Financial and HR management of a luxury company; Section THREE: Strategic perspectives; Chapter 13: Luxury business models; Chapter 14: Entering luxury and leaving it; Chapter 15: Learning from luxury; Chapter 16: Luxury and sustainable development: convergences and divergences Chapter 17: Postface
Chapter 00: Preface Chapter 00: Introduction: to be or to not be luxury Section ONE: Back to luxury fundamentals Chapter 01: In the beginning there was luxury Chapter 02: The end of a confusion: premium is not luxury Chapter 03: Anti laws of marketing; Chapter 04: Facets of luxury today; Section TWO: Luxury brands need specific management; Chapter 05: Customer attitudes vis à vis luxury; Chapter 06: Developing brand equity; Chapter 07: Luxury brand stretching; Chapter 08: Qualifying a product or service as luxury; Chapter 09: Pricing luxury; Chapter 10: Distribution and the internet dilemma; Chapter 11: Communicating luxury; Chapter 12: Financial and HR management of a luxury company; Section THREE: Strategic perspectives; Chapter 13: Luxury business models; Chapter 14: Entering luxury and leaving it; Chapter 15: Learning from luxury; Chapter 16: Luxury and sustainable development: convergences and divergences Chapter 17: Postface
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