Designing luxury brands : the science of pleasing customers' senses / Diana Derval.

ISBN: 3319715550
9783319715551 (rel)
9783030100759 (br)
Note de bibliographie: Notes bibliogr.. Index.
Note de contenu: 1. Understanding luxury shoppers. Introduction ; Who are the luxury shoppers? The golden iPhone case ; Hormones, male-to-male competition, and luxury ; Luxury is a vibrating industry ; Profiling luxury shoppers ; Take-aways -- 2. Identifying profitable markets. Introduction ; What do luxury shoppers want? The superyacht case ; Neurosciences, status-seeking, and luxury markets ; Luxury is all about motion ; Turning luxury features into customers' benefits ; Take-aways -- 3. Finding the right positioning. Introduction ; How to design "must-have" luxury items? The designer bag case ; The physiology of female-to-female competition ; Luxury is all black-and-white (with a pop of color) ; Spotting the right positioning ; Take-aways -- 4. Designing luxury brands. Introduction ; How to select a winging assortment? The diamond case ; The laws of attraction and mate selection ; Luxury is polarizing ; Designing a unique and recognizable brand ; Take-aways -- 5. Expanding luxury brands internationally. Introduction ; How to reach luxury shoppers? The cosmetics case ; Gender polymorphism, territory, and luxury ; Luxury is timeless ; Reaching luxury shoppers with wait marketing -- 6. Building iconic brands. Introduction ; How to build an iconic brand? The Maison de Couture case ; The biochemistry of imitating successful individuals ; Luxury has a smell ; Finding the right brand ambassadors ; Take-aways -- Conclusion
Bibliothèque Cote Statut Date de retour prévue Code barres Format
IESEG School of Management Paris la Défense  121.92 DER  Emprunté   15 Sep, 2020   0012815980   Monographie imprimée  
BU Vauban EDHEC Business School Lille  122.94 DER  Disponible   --   00120940   Monographie imprimée