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The Luxury Strategy, 2nd Edition by Vincent Bastien, Jean-Noël Kapferer

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01

In the beginning there was luxury

It would surely be unthinkable for a book on the management of luxury brands to be nothing more than a set of rules and an assortment of formulas. Luxury is a culture, which means you have to understand it to be able to practise it with flair and spontaneity. The reason why marketing – the child of the industrial society and the father of consumer power – doesn’t seem to work with luxury goods the same way it does with everyday consumer goods, even top-of-the-range consumer goods, is because the two are fundamentally quite different.

If we want to be able to market luxury, we need first to understand what luxury is all about. Before continuing, therefore, we need to make a brief historical detour. There ...

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