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

The idea of a standalone company is too powerful. Our latest case study, Movado, examines a luxury brand that's fighting to rebuild its business, and recently announced a major shift in its retail and distribution strategy. Senior Vice President, Sales & Marketing. There's no way Lincoln would deliver nothing more than a make-believe marketing stunt like some of its luxury marque competitors. The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. Excerpted from: The Luxury Strategy: Break The Rules of Marketing to Build Luxury Brands by JN Kapferer and V. Break the rules of marketing to build luxury brands. London and Philadelphia: Kogan Page. It provides a very good introduction to the concept of luxury fashion explaining how marketing rules are used in the marketing of luxury brands. Four Seasons Air - a brand extension. Bastien, in partnership with Kogan Page publishing. Jul 22, 2010, U by Kotex - breaking the cycle -- Jennifer Gidman. Shifts from branded standalone stores to third-party sellers; find information for Movado customer care and watch service; and sign up to become a Movado VIP (which seems to be less of a loyalty program than an email marketing list) . The real communicating has yet to begin. Book Review – The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by J. How Luxury Brands Can Reinvent the Customer Experience.