The luxury strategy : break the rules of marketing to build luxury brands / Jean-Noël Kapferer and Vincent Bastien.

Introduction
Back to luxury fundamentals
In the beginning there was luxury
The end of a confusion : premium is not luxury
Anti-laws of marketing
Facets of luxury today
Luxury brands need specific management
Customer attitudes vis-à-vis luxury
Developing brand equity
Luxury brand stretching
Qualifying a product or service as luxury
Pricing luxury
Distribution and the internet dilemma
Communicating luxury
Financial and hr management of a luxury company
Strategic perspectives
Luxury business models
Entering luxury and leaving it
Learning from luxury
Luxury and sustainable development: convergences and divergences.