The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands 2nd Edition

I have used this book in the classroom as the primary 'text' as well as recommended this book for use in business real-world practice. It is very good for either purpose. The students enjoyed the 'text' as it is comprehensive, easy-to-read for the international student who is ESL, and provocative in thought as it challenges the reader to think outside the typical marketing 4P's structure. For practice, it provides enough theory to answer the 'why' while giving good examples that provide the application. I will - and am - definitely using this book again as well as continuing to recommend it. I have looked at a number of books that could be used in a classroom setting and this one is, by far, the best. This book is a keeper that will stay on a marketer's shelf - for future reference - for a long time.

The topic of luxury is very broad and because it covers so many sectors, it is difficult to comprehend. I found this book very informative and poses diverging views of luxury strategies and anti-strategies used in marketing. It is helpful in explaining how luxury fits into the global economy and how luxury industry standards define luxury products and experiences. Before reading this book I had a view of luxury being in the hands of the rich and out of reach for most people. However, after reading it, I found that the rare, elusive, quality and timeless values, which are the core essentials to the luxury trade, relate to all walks of life. You don't have to be a billionaire to appreciate quality and a job well done.

Very good book to read, and to keep handy on your shelf if you work for the luxury industry (or have to deal with it).The coverage of digital for the luxury industry is a bit on the safe side, maybe too much so. If your expecting insights on how to move the needle on the matter, I'm afraid you won't find it here. But I'd say, this book is pretty much a standard on its overall subject, nonetheless.

I bought this book in hopes of learning how to attract a higher clientele for a service business. I knew the book wasn’t quiet written for my purpose. Even with that, there is so much useful information in this book, I couldn’t put a dollar value on it. There are several strategies I’m putting in place. One of the best books I’ve read recently, and I read a lot. I only wish it came in Audible version so I could more easily review it now and than while driving.

Un excelente libro para entender como opera la industria del lujo y porque los principios del mercadeo normal no aplican para ella.

I've been in marketing for over 20 years and have never seen a book like this before. The "anti-marketing laws" are genius and effective for luxury brands.

Great read, strategic plans

I have taken more notes on this book and I've gained actionable insight into my own luxury business. This book will be useful to anyone trying to position their brand as luxury or premium