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"[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
Book Description
The Luxury Strategy - Break the Rules of Marketing to Build Luxury Brands defines the nature of luxury products and services and sets out the rules for their effective management - including the luxury marketing mix and implementing a luxury strategy.
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Most Helpful Customer Reviews
13 of 13 people found the following review helpful
Format:Hardcover
I read this book and I think it is really an excellent piece of marketing analysis and strategic thinking.
As managing director in a business having to deal with fashion/ premium/ luxury brands it really clarifies what are the differences between those type of brands. It will be very usefull to create or strenghten a luxury brand, or to do so with premium or fashion brands which could have interest to adopt some of the luxury brands features (when they can)
As a former FMCG marketing director I really enjoyed the differences this book highlights between the classical marketing mix rules and the luxury strategy.
I strongly recommend it
As managing director in a business having to deal with fashion/ premium/ luxury brands it really clarifies what are the differences between those type of brands. It will be very usefull to create or strenghten a luxury brand, or to do so with premium or fashion brands which could have interest to adopt some of the luxury brands features (when they can)
As a former FMCG marketing director I really enjoyed the differences this book highlights between the classical marketing mix rules and the luxury strategy.
I strongly recommend it
9 of 9 people found the following review helpful
Format:Hardcover
As a marketing director for brands in the luxury sector for over 15 years, I'm always in search of books that can extend my knowledge and understanding of this field. I have read numerous books that attempt to tackle the subject and most barely advance beyond fairly superficial description of already known luxury strategies and repetition of text book theory.
HOWEVER, in my view this is the first book that really successfully defines the particular approaches required for luxury brands. From a truly international perspective, it provides a comprehensive and contemporary analysis of the functions of luxury in our societies. It explores all aspects of management of luxury firms, covering not just marketing but finance and human resources too. This breadth of scope extends to the range of luxury categories examined (cars, hotels, services, fashion, jewelry ...) and the theory is balanced with some very practical case studies. I was really impressed with the way this book provides a forensic analysis of the business models of many brands (including Ferrari, Cartier, Rolex, Louis Vuitton, Chanel, Armani, Burberry ...).
Having discovered The Luxury Strategy, I have since referred to it on numerous occasions to review cases and techniques used by others in order to influence our own approach. This book provides analysis that is both substantial and contemporary and, as such, I'd consider it a must for any luxury professional.
HOWEVER, in my view this is the first book that really successfully defines the particular approaches required for luxury brands. From a truly international perspective, it provides a comprehensive and contemporary analysis of the functions of luxury in our societies. It explores all aspects of management of luxury firms, covering not just marketing but finance and human resources too. This breadth of scope extends to the range of luxury categories examined (cars, hotels, services, fashion, jewelry ...) and the theory is balanced with some very practical case studies. I was really impressed with the way this book provides a forensic analysis of the business models of many brands (including Ferrari, Cartier, Rolex, Louis Vuitton, Chanel, Armani, Burberry ...).
Having discovered The Luxury Strategy, I have since referred to it on numerous occasions to review cases and techniques used by others in order to influence our own approach. This book provides analysis that is both substantial and contemporary and, as such, I'd consider it a must for any luxury professional.
1 of 1 people found the following review helpful
Format:Hardcover
I found reading this book intriguing, challenging and enriching. It means it is gave me quite an amount of relevant information to reason about
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