Titlebook: Luxury, Lies and Marketing; Shattering the Illus Marie-Claude Sicard Book 2013 Palgrave Macmillan, a division of Macmillan Publishers Limit

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Doing Away with Some Received Ideas,It is difficult, if not impossible, to open a book or read an article about luxury without happening upon the same commonplaces, made up of a few of the following words:

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How Luxury Brands Work,rands. Invariably in Paris the discussion ended immediately with a scornful “no.” Once, after I cited one of the numerous American studies that placed these brands in the “l(fā)uxury” category, I was greeted with this reply: “Don’t tell me you’re going to listen to what a bunch of Midwestern rednecks have to say!”

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s with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing the author provides frameworks to help companies with their own branding strategy978-1-349-44307-9978-1-137-26469-5

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