Luxury, Lies and Marketing by M. Sicard at Bookstore UAE
Luxury, Lies and Marketing

Luxury, Lies and Marketing


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About the Book

Introduction Part I Doing Away with Some Received Ideas French Luxury: An Ego as Big as the Ritz A Neglected History On the Art of Denying One's Mother Going Back Still Further The Origin of European Luxury: Court Society And on the Paternal Side ? Luxury's Quest for Meaning False Ancestors The Limping Devil Luxury is Always a Swerve The three 'Swerves' of Luxury Part II International Luxury: The Clash of Cultures The Pyramid The Galaxy Two Models, Two Societies The Classical and the Baroque A Work in Progress When the Erosion of the Industrial Model Reaches Luxury Brands Invisible Luxury New Brands on the Horizon ? Part III How Luxury Brands Work Defining Luxury: Insufficient Criteria One Luxury, or Three Luxuries ? A Brand is an Impression The Fingerprint Method - The Physical Pole - The Temporal Pole - The Spatial Pole - The Norms Pole - The Positions Pole - The Projects Pole - The Relations Pole What does the Future Hold ? The Slider Console Ralph Lauren: a Luxury Brand ? The Summaries of Summaries The Brand Ladder of Values Descending and Rising Marketing and Luxury: the Big Misunderstanding A Paradoxical Form of Marketing Down with Luxury Marketing ? Conclusion
About the Author: MARIE-CLAUDE SICARD is an Associate Professor at Paris IV-Sorbonne University, and Adjunct Associate Professor at Stern University, NYU, and EM-Lyon, Shanghai. Sicard is a well-known European expert on luxury and brands, and a consultant for French & international companies with her own consulting company MCPS Conseil, Brand Analysis and Strategy Consultancy. As a strategic marketing consultant, her clients have included L'Oreal, Lancôme, Ralph Lauren, Armani, Kellogg's, Porsche, Jaguar, Renault, Dior, Louis Vuitton, tourism companies (Club Med ) and banks (such as BNP Paribas ). In addition to the permanent teaching positions she holds at the Sorbonne (Paris & Abu Dhabi), she lectures and consults around the world, most often in the USA & Asia ( China, Japan, India ), speaks at international seminars and conferences, and is often interviewed in the media for her outspoken views on branding and the luxury industry.


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Product Details
  • ISBN-13: 9781349443079
  • Publisher: Palgrave MacMillan
  • Publisher Imprint: Palgrave Macmillan
  • Edition: 1st ed. 2013
  • Language: English
  • Returnable: Y
  • Spine Width: 12 mm
  • Weight: 308 gr
  • ISBN-10: 1349443077
  • Publisher Date: 01 Jan 2013
  • Binding: Paperback
  • Height: 216 mm
  • No of Pages: 190
  • Series Title: English
  • Sub Title: Shattering the Illusions of the Luxury Brand
  • Width: 140 mm


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