Marques De Luxe
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Management Et Marketing Du Luxe
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Author : Michel Chevalier
language : fr
Publisher:
Release Date : 2015
Management Et Marketing Du Luxe written by Michel Chevalier and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Luxuries categories.
Cet ouvrage propose une vision globale du business du luxe, de la conception à la commercialisation et à la consommation d'un produit de luxe, en insistant sur l'importance de la marque dans ce domaine d'activité. Les auteurs développent la dimension artistique et la fabrication en corrélation avec le métier d'origine, qui probablement font de ce business une activité différente de toutes les autres. On y apprend que les stratégies de développement spécifiques reposent aussi sur une distribution moderne, une politique de communication inventive et des actions marketing offensives dans le respect de cet univers symbolique et culturel du luxe. Cette 3e édition intègre un nouveau chapitre sur les évolutions du secteur du luxe, et les questions de développement durable et d'authenticité. Le chapitre sur le consommateur du luxe est également revu, en apportant un éclair nouveau sur le consommateur chinois.
Histoires De Marques De Luxe
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Author : Philippe Rebière
language : fr
Publisher: Editions Ellipses
Release Date : 2022-01-18
Histoires De Marques De Luxe written by Philippe Rebière and has been published by Editions Ellipses this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-18 with Business & Economics categories.
Dans une société qui offre une surabondance de choix de produits et services, et dont le numérique prend une place prépondérante, les entreprises se doivent de réagir rapidement aux changements du marché en innovant leur business models. Elles sont ainsi tenues de repenser le concept traditionnel de relations clients afin de conserver une image de qualité, de performance et d’authenticité. Grâce à l’étude du business models de quatre marques de luxe (Sephora, Burberry, Club Med et Nespresso), l’auteur offre un panorama de l'environnement business actuel.
Marques De Luxe
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Author : Danielle Allérès
language : fr
Publisher:
Release Date : 2005
Marques De Luxe written by Danielle Allérès and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Brand name products categories.
L'objet de cet ouvrage est de réfléchir à la définition d'une marque de luxe, à la nature de sa composition, à l'élaboration de son identité, à ses particularismes ou spécificités et, dans certains cas, rares, à son atypie, voire à son unicité. Il semblerait que l'importance du poids de l'histoire d'une marque de luxe s'avère être un facteur déterminant, seulement si les spécificités de cette marque, ses repères, ses codes de reconnaissance sont toujours émergents, facilement lisibles et d'actualité ou actualisés, grâce à une politique de création - innovation significative et habilement corrélée avec le style et l'identité de la marque. Seules les marques anciennes, ayant du sens, révélant un acquis traditionnel émergent, intelligemment adapté au nouvel environnement, sans rupture d'image violente et sans provocation décalée, se perpétuent et continuent de compter parmi les marques porteuses à l'international. Les marques ayant prouvé, à travers l'histoire, une capacité permanente d'invention et disposant d'un territoire symbolique riche, peuvent développer leur notoriété à l'international, en se distinguant de plus en plus efficacement au sein de leur champ concurrentiel. Ces marques disposent d'une sur-value consolidant l'image de leurs produits - leaders, leur permettant d'étendre leurs territoires d'influence, en choisissant des politiques de déclinaisons et diversifications habiles et respectant leurs territoires de légitimité. Le non-respect de ces limites peut entamer l'équilibre de l'image de la marque, nuire à sa richesse symbolique, la ternir ou la banaliser. La plus grande richesse d'une marque de luxe est la culture de ses différences, qui constitue son patrimoine symbolique.
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Author :
language : en
Publisher: Odile Jacob
Release Date :
written by and has been published by Odile Jacob this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Absolutely Chanel
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Author : Catherine Ormen
language : fr
Publisher:
Release Date : 2023-10-04
Absolutely Chanel written by Catherine Ormen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-04 with categories.
Marques De Luxe Fran Aises
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Author : Jean Watin-Augouard
language : fr
Publisher: Editions Eyrolles
Release Date : 2009
Marques De Luxe Fran Aises written by Jean Watin-Augouard and has been published by Editions Eyrolles this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Brand name products categories.
R Voluxion
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Author : Siavash Rezaeinasab
language : en
Publisher: Siavash Rezaeinasab
Release Date : 2019-11-13
R Voluxion written by Siavash Rezaeinasab and has been published by Siavash Rezaeinasab this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-13 with Technology & Engineering categories.
In this Book, the focus will be on redefining the concept of luxury and what it means to us. In the future, luxury will not mean expensive, fancy and branded. As we already know, resources all around the world are becoming scarce. It will not come as a surprise that the fate of humankind appears to be intimately linked to the availability of matter and energy. This is not new. We have to find and develop ways to use them as best as we can. This is where we redefine luxury. Luxury will be the use of material and construction techniques in the best and most sturdy method. We must build to make things last. This is to preserve the remaining resources in the future, and we will be considered as a luxury. we will try to show their ways and solutions to minimize its negative impacts, especially for the future generation and the world. With changing some attitudes that branding systems use and have adapted to, we can provide a method for luxury brands to create value shared by business, communities, individuals, and be control in seizing the opportunities for leadership in the current socio-economic and technological environment and their trajectory for the future.
The Luxury Strategy
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Author : Jean-Noel Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2008-12-03
The Luxury Strategy written by Jean-Noel Kapferer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-12-03 with Business & Economics categories.
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'.
Storytelling Du Luxe
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Author : Jean-Marc Blancherie
language : fr
Publisher: evalir
Release Date : 2010
Storytelling Du Luxe written by Jean-Marc Blancherie and has been published by evalir this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Le luxe, le rêve. Un peu, beaucoup, passionnément... Un univers, des personnages de caractère, une intrigue, de l’émotion... Tout naturellement : du storytelling. Pourtant, c’est récemment que des acteurs du luxe ont eu l’insight. Allons à leur rencontre. Ce livre explore les logiques, les raisons, de cette conversion, le fonctionnement narratif du luxe, et singulièrement, détaille des solutions, un mode d'emploi du storytelling dans le monde du luxe. Il ouvre aussi des pistes pour des développements futurs, déjà prometteurs. En prenant le storytelling pour guide, et en portant l’analyse sur les terrains de la subjectivité qu’il aiguise en chacun, il offre des réponses simples à des enjeux essentiels, de communication, de marketing, de relation client et d'engagement avec les marques, produits et prestations de luxe. Et le luxe s’invite dans le concept même de cette collection « storytelling » : des schémas visuels interactifs, des cartes mentales –connues aussi sous le nom de Mind Mapping – proposent un accès privilégié à des sources multimédias, à partir d’un e-book en ligne offert avec le livre.
The Luxury Strategy
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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2012-09-03
The Luxury Strategy written by Jean-Noël Kapferer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-03 with Business & Economics categories.
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.