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Index
Cover
Title page
Imprint
Table of contents
Introduction
Part one: back to luxury fundamentals
01. In the beginning there was luxury
02. The end of a confusion: premium is not luxury
03. Anti-laws of marketing
04. Facets of luxury today
Part two: luxury brands need specific management
05. Customer attitudes vis-à-vis luxury
06. Developing brand equity
07. Luxury brand stretching
08. Qualifying a product or service as luxury
09. Pricing luxury
10. Distribution and the internet dilemma
11. Communicating luxury
12. Financial and HR management of a luxury company
Part three: strategic perspectives
13. Luxury business models
14. Entering luxury and leaving it
15. Learning from luxury
16. Luxury and sustainable development: convergences and divergences
References
Index
Full imprint
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