Introduction
Part 1: Back to luxury fundamentals
1. In the beginning there was luxury
2. The end of a confusion: premium is not luxury
3. Anti-laws of marketing
4. Facets of luxury today
Part 2: Luxury brands need specific
5. Customer attitudes vis-à-vis luxury
6. Developing brand equity
7. Luxury brand stretching
8. Qualifying a product or service as luxury
9. Pricing luxury
10. Distribution and the internet dilemma
11. Communicating luxury
12. Financial and HT management of a luxury company
Part 3: Strategic perspectives
13. Luxury business models
14. Entering luxury and leaving it
15. Learning from luxury
16. Luxury and sustainable development: convergences and divergences
References
Index
