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Luxury World: The Past, Present and Future of Luxury Brands
by Mark Tungate
Luxury World is a captivating investigation of genuine luxury brands - the marketing strategies they use to position themselves as truly elite products or services, who their customers are and how they retain them, and the future for the industry now excess is out of fashion.
ebook, 256 pages
Published October 3rd 2009 by Kogan Page
(first published 2009)
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Why am I finishing so few books? Because I'm in the last stage of a MSc dissertation and all I read is academic articles! So I have actually read this book already (it's pretty good) and this is to remind me of the hours I'm spending reading non-literature and how much I'm looking forward to reading a good novel again...
Very well researched and beautifully written. Tungate redefined luxury by highlighting certain nuances that I would've probably never known or noticed. He shows how luxury is multifaceted - it's inaccessible coupled with an investment. For instance, not everyone can buy a Prada bag but those who do know that it'll last for years! Also discusses that luxury is not limited to retail. Even education at institutes like Harvard and Oxford is a brand in itself. Interestingly even some rehabs have a ce ...more
Mark Tungate is a British writer based in Paris, France. He is the author of Media Monoliths: How Media Brands Thrive and Survive (2004), Fashion Brands: Branding Style From Armani to Zara (2005, Second Edition 2008), Adland: A Global History of Advertising (2007) (listed among the best business books of 2007 by Library Journal) and Branded Male: Marketing to Men (2008), all published by Kogan Pag ...moreMore about Mark Tungate...