The luxury strategy

This book, written by two world experts on luxury branding, provides the first rigorous blueprint for managing luxury brands and companies at the highest level.

It analyzes the essence of luxury, highlights its managerial implications, and rationalizes the original methods used to transform small family businesses like Ferrari, Louis Vuitton, and Chanel into global successes.

The book clarifies the differences between 'premium,' 'fashion,' and 'luxury' and sets out counter-intuitive rules for marketing luxury goods and services.

It also explores the impact of digital developments and social networks on luxury marketing.