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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands [Hardcover]

Jean-NoŽl Kapferer , Vincent Bastien
5.0 out of 5 stars  See all reviews (3 customer reviews)

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The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands 4.8 out of 5 stars (5)
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Book Description

3 Dec 2008

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'.

Product details

  • Hardcover: 336 pages
  • Publisher: Kogan Page (3 Dec 2008)
  • Language: English
  • ISBN-10: 0749454776
  • ISBN-13: 978-0749454777
  • Product Dimensions: 16.7 x 2.5 x 24.2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 78,177 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description


"[A]ctionable information and advice. If you market luxury products, or want to, "The Luxury Strategy" should be on your bookshelf." -- Roger Dooley,

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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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
15 of 15 people found the following review helpful
5.0 out of 5 stars excellent reading 7 Jun 2009
By Roche
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
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10 of 10 people found the following review helpful
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.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Intriguing 19 Aug 2011
By calb
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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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  14 reviews
14 of 15 people found the following review helpful
5.0 out of 5 stars The best book on Luxury Strategy 1 Jun 2009
By Cesare Amatulli - Published on
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.
5 of 5 people found the following review helpful
5.0 out of 5 stars A book necessary to read on Luxury 7 Nov 2011
By F. Stephane LACROIX - Published on
As a professional on Luxury and Licensing, I have really appreciated this book nice to read and, in particular, its normative speech that sets it apart from other books on the same subject: not only a description of what's done but also what should be done and what should not be done.
As an example, I think it is a useful reading if you want to know "when, how and why leave the luxury sector"! To enter the luxury market or to get out of it are corporate strategies that need to be clearly decided before implementation.
4 of 4 people found the following review helpful
5.0 out of 5 stars Truly insightful and very well written 18 Sep 2012
By Almar - Published on
Format:Hardcover|Verified Purchase
I was looking for the rationale behind luxury brands and found exactly what I was looking for. This book gives a very comprehensive explanation of the how and why of luxury with plenty of accurate examples. Next to that it is very well written.
It will definitely help me in implementing a successful strategy.
11 of 14 people found the following review helpful
5.0 out of 5 stars Specific Recommendations & Excellent Analyses 15 Dec 2009
By luxe junkie - Published on
Format:Hardcover|Verified Purchase
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.
3 of 3 people found the following review helpful
5.0 out of 5 stars Absolutely Amazing ~ Saved Me and My Division 16 Aug 2013
By Joel C. Davis - Published on
Format:Hardcover|Verified Purchase
The company I worked for sold a product for an average price of $2K

We bought a foreign luxury line that sold for $6K...same product but 3x higher price.

I was the sales trainer tasked with training and convincing our 60 National Sales Reps that this product was worth 3x the price so they could then convince the customers.

I spent weeks with this book and it worked!

I trained all 60 sales reps and by applying the strategies and perspectives in this book we blew our expectations away!

Where as the CEO of Ford loves to see a Ford in every driveway, the CEO of Porsche gets nervous the minute he see two porches on the same street ~ that embodies luxury strategy!
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