The Luxury Strategy - Break the Rules of Marketing to Build Luxury Brands

In a world saturated by mass marketing and accessible consumer goods, the concept of luxury remains enigmatic, yet enduringly powerful. Jean-Noël Kapferer and Vincent Bastien, in their compelling exploration, dissect the distinctive principles that set luxury brands apart from conventional marketing models. Their work delves into why luxury brands resist the mainstream rules of marketing, and how their unique strategies create desire, exclusivity, and lasting value in an age of democratized consumption.

• Luxury brands thrive by breaking mass-market marketing rules and creating their own logic of value.
• Exclusivity, not accessibility,...

  Full summary available for members.

  Log in or create a free account to view.