Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury.  But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company.   The Luxury Strategy analyses in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW,  Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes.   The Luxury Strategy clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services.   Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management.   Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

奢侈品正在流行，现在几乎在每个零售业、制造业和服务业都有。像“大众奢侈品”、“新奢侈品”和“超级奢侈品”这样的新术语试图限定奢侈品。  但如果一切都是奢侈品，那么这个词本身肯定没有任何意义！如今，人们对奢侈品、奢侈品品牌或奢侈品公司的真正内涵感到困惑。  《奢侈品战略》深入分析了奢侈品的本质，强调了其管理含义，并对用于改造法拉利、宝马等小型家族企业的高度独创的方法进行了合理化，这些方法往往与通常的营销战略相去甚远，  路易威登，卡地亚，香奈儿，阿玛尼或拉尔夫劳伦成为世界性的成功。  奢侈品战略明确了“高级”、“时尚”和“奢侈品”之间的区别，并为成功营销奢侈品和服务制定了反直觉的规则。  奢侈品专家Jean-Noel Kapferer和Vincent Bastien为在最高层面有效管理奢侈品牌和公司（包括人力资源和财务管理）提供了第一份严谨的蓝图。  最后，奢侈品战略揭示了在任何市场，包括从B到B，一家公司如何从奢侈品战略中学习，使自己与众不同，从而获利。