000			03373nam a2200325Ia 4500
001			3306
008			230305s2021 xx 000 0 und d
020			_a9781789666113
043			_aen_UK
041			_aeng
245		0	_aAdding prestige to your portfolio
260			_a _bKogan Page, _c2021
500			_ahow to use the creative luxury process to develop products everyone wants
505			_a1 The Luxury Opportunity: Upscale and Grow _rDevelop New Core Competencies-- _rEnhance Recruiting and Retention-- _rEnergize Your Product and Service Development-- _rStrengthen Your Supply Chain and Distribution-- _rExpand Markets and Grow Sales-- _rA More Competitive Stance-- _rWhat Exactly Is Luxury?-- _rThe Traditional Luxury Sector-- _rWho This Book Is For and What You'll Get Out of It-- _rThe Creative Luxury Process-- _rReferences-- _r2 Switching on Luxury: The Tools of Creative Luxury-- _r-- _rLuxury Driver Theory: The Switches -- Systematic Inventive Thinking: A Creativity Process for Breakthrough Results -- Customer Journey Mapping: The Moments of Truth -- Feature Benefit Laddering: Why People Actually Buy Things -- What's Ahead -- Chapter Summary -- References -- 3 Transforming a Product or Service to Luxury -- Selecting a Product to Transform -- Feature Benefit Laddering -- The Multiplication Technique -- The Attribute Dependency Technique -- Chapter Summary -- References -- 4 Transforming the Shopping and Buying Experience -- The Mind of the Consumer-- _r-- _rBeing a Consumer Is Hard Work -- Reference Groups -- Transforming the Shopping Experience -- Transforming the Purchase Experience -- The Scarcity Switch -- One Last Switch: Creating Luxury Choices -- Chapter Summary -- References -- 5 Transforming the Usage Experience -- Consuming Luxury Is Hard Work -- Luxurizing the Surgical Training Experience -- Take a Virtual Tour -- Your Luxury Switches Scorecard -- Applying Creative Methods to the Usage Experience -- Chapter Summary -- Reference -- 6 Transforming the Post-Purchase Experience -- The Post-Purchase Phase -- Distinct Brand-- _r-- _rBuilding a Distinct Brand -- The Branding Process -- Brand Values and Drivers -- Brand Architecture -- Brand Personality and Identity -- Launching a New Brand -- The Luminary Fan -- Brand Alliances -- Creating a Brand Legend -- Chapter Summary -- References -- 7 Driving Prestige into Your Culture -- What Culture Is and Why It Matters -- Link to Strategy -- Diagnosing Where You Are Today -- Benchmarking and Strategic Alliances -- Creating a Prestige Competency Model -- Training the 'Prestige Way' -- Driving Prestige Through Process -- Running a Prestige Pilot Program -- Involving Customers-- _r-- _rEvaluating Ideas -- Keeping the Momentum -- Addressing Organizational Challenges with Prestige -- Sources of Resistance -- Persuading People to Accept Your Ideas -- Chapter Summary -- References -- Index--
590			_bIncludes bibliographical references and index.
630			_aHD INDUSTRIES. LAND USE. LABOR _937
650		0	_aLuxuries _xMarketing _97147
650			_aPrestige _913677
650		0	_aProduct management _92370
650		0	_aBranding (Marketing) _96284
650		0	_aOrganizational change _92599
650			_a _912
700			_aBoyd, Drew _eAutor _913678
902			_a512
905			_am
912			_a2021-01-01
942			_a1
953			_d2022-05-20 14:47:31
999			_c3140 _d3140