Luxury, lies, and marketing : shattering the illusions of the luxury brand
Sicard, Marie-Claude
Luxury, lies, and marketing : shattering the illusions of the luxury brand / by Marie-Claude Sicard - Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2013. - xxiii, 190 pages : 23 cm.
Translation of the author's Luxe, mensonges & marketing.
Includes bibliographical references (pages 182-187) and index.
Uncovers the truth about luxury brand marketing and shows that, like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing, the author provides frameworks to help companies with their own branding strategy.
9781137264688
Luxuries--Social aspects
Luxuries--Trademarks
Luxuries --Marketing
Luxury, lies, and marketing : shattering the illusions of the luxury brand / by Marie-Claude Sicard - Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2013. - xxiii, 190 pages : 23 cm.
Translation of the author's Luxe, mensonges & marketing.
Includes bibliographical references (pages 182-187) and index.
Uncovers the truth about luxury brand marketing and shows that, like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing, the author provides frameworks to help companies with their own branding strategy.
9781137264688
Luxuries--Social aspects
Luxuries--Trademarks
Luxuries --Marketing
