Embark on a captivating journey through the evolution of luxury markets with this insightful analysis. Delve into the historical roots of iconic brands and thei

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-No

What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does G

This work analyzes the nature of true luxury brands and identifies the rules for marketing luxury products. It also explains the difference between 'premium' an

This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused