Luxury, Lies and Marketing - Marie-Claude Sicard

Luxury, Lies and Marketing
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Autor: Marie-Claude Sicard

 Wydawnictwo: Palgrave Macmillan
ISBN: 9781137264688
EAN:
Format: ...
Oprawa: twarda
Stron: 224
Data wydania: 2013-12-01
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Luxury brands like the world to think they are above mass marketing; that they can rely only on prestige, status and inherent quality to gain and retain their customers' loyalty. The truth couldn't be more different. In this cutting-edge and revealing book, Sicard redefines the concept of luxury for the first time, challenging the traditional and outdated beliefs that are manifested across society at large; instead taking a historical approach to understanding what luxury really is. Based on her own research, Sicard then presents a brand new model for creating luxury campaigns, termed 'Swerve Theory', which outlines the methods that brands can use to convince customers that they are a cut above the mainstream. 'Luxury, Lies and Marketing isn't just one more book about luxury marketing, it's THE book that challenges all the others, thanks to its indispensable critical approach, its capacity for overturning our preconceived notions, the effectiveness of its analytical methods, and its salutary critical spirit.' - Inma Urream Brand Meaning Management Director, Pompeu Fabra Universitat Barcelona, Spain 'Luxury marketing without a grounding in luxury culture is nothing. This is the point of departure for Luxury, Lies Marketing. Marie-Claude Sicard offers very innovative analytical tools that all luxury professionals will benefit from in the management of their brands. A stimulating, enlightening book that yields results.' - Alexandre Peraldi, Design Director, Baume Mercier "The concept of a culture de l'ecart - a 'twist' or 'swerve' culture that Marie-Claude Sicard advocates is particularly important to us at L'Oreal Luxe. The challenge for us is to apply this principle every day, in the sector we operate in, that of luxury beauty." -Marc Dubrule, Strategic Development Director, L'Oreal Luxe "For years now, this book has been circulating discreetly in all the international luxury marketing seminars and workshops. Why? Because it is easy to read, has a lot of substance, and offers an analytic method that is as flexible as it is rigorous. Luxury, Lies Marketing has become indispensable for anyone wanting to address luxury without keeping to the usual, well-worn paths, but with a constructive, critical approach." -Agnes Bureau, Program Director of the MA in Luxury Management, Haute Ecole de Gestion, Geneva School of Business Administration

Książka "Luxury, Lies and Marketing"
Marie-Claude Sicard