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The Luxury Strategy
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内容紹介
Luxury is in fashion and is now to be found within almost every retail, manufacturing and service sector. New terms qualifying luxury regularly appear such as 'premium', 'ultra-premium' and 'hyperluxe'. Today, luxury is everywhere - but if everything is 'luxury' then surely the term itself has no meaning? What really is a luxury product, a luxury brand or a luxury company? "The Luxury Strategy" is a definitive new work that sets the record straight. Luxury is as old as humanity and it is only by a thorough understanding of the genuine concept, that it is possible to define a rigorous set of rules for the effective management of luxury brands and products. "The Luxury Strategy" rationalizes the management of this new business concept based on the highly original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Bulgari, Gucci and Prada, into global brands. "The Luxury Strategy" explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix (the opposite of those for classic marketing). It describes how to implement a luxury strategy within a company and delivers clear principles for becoming - and remaining - 'luxury'.
レビュー
"[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf." -- Roger Dooley, Neurosciencemarketing.com
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Amazon.com で最も参考になったカスタマーレビュー (beta)
Amazon.com:
5つ星のうち 4.8
16件のカスタマーレビュー
11 人中、10人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 5.0
The best book on Luxury Strategy
2009/6/1
By Cesare Amatulli
- (Amazon.com)
形式:ハードカバー
This is a unique book and very interesting for people involved in understanding the current and future luxury industry characteristics. It discusses the main issues and principles of luxury management, it is very clear and it mentions many practical cases from this industry. It clarifies the borders of real luxury, it is a perfect guide for entrepreneurs and managers which want to succeed in luxury branding. I suggest to read this book because it is different from the others and it is written by two internationally recognized experts in this field.
11 人中、9人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 5.0
Specific Recommendations & Excellent Analyses
2009/12/16
By luxe junkie
- (Amazon.com)
形式:ハードカバー|Amazon.co.jpで購入済み
Highly recommended! This one actually prompted me to get out the notebook and post-it flags. I find myself constantly referring back to this book, especially to the many helpful exercises on building brand identity and positioning.
I'm especially pleased that the authors spend some time differentiating between premium and luxury brands, which is overlooked in nearly every other luxury industry book.
I'm especially pleased that the authors spend some time differentiating between premium and luxury brands, which is overlooked in nearly every other luxury industry book.
2 人中、2人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 2.0
Exzellent book on luxury marketing but kindle version is low quality
2013/1/8
By Pascal
- (Amazon.com)
形式:Kindle版|Amazon.co.jpで購入済み
I downloaded the book three days ago. This is certainly an outstanding book on luxury and according marketing strategies. However the Kindle-version has terrible flaws, no table of content and no internal references. Also the first chapter (anti-laws of luxury marketing) lacks completely.
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5つ星のうち 4.8
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