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This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' and 'luxury', and sets out the rules to be applied to the luxury marketing mix.
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Editions
1 edition- Other · English · 2009Kogan Page · 384 pages · 9780749454777
LuxuriesLuxury goods industryMarketingProduct managementLuxuryBrand name products