Home > Business & Economics > Industry & industrial studies > Manufacturing industries > Chemical industries > La Fórmula del Lujo: Un Modelo Para La Creaciã3n de Marcas, Productos Y Servicios
31%
La Fórmula del Lujo: Un Modelo Para La Creaciã3n de Marcas, Productos Y Servicios

La Fórmula del Lujo: Un Modelo Para La Creaciã3n de Marcas, Productos Y Servicios

          
5
4
3
2
1

Out of Stock


Premium quality
Premium quality
Bookswagon upholds the quality by delivering untarnished books. Quality, services and satisfaction are everything for us!
Easy Return
Easy return
Not satisfied with this product! Keep it in original condition and packaging to avail easy return policy.
Certified product
Certified product
First impression is the last impression! Address the book’s certification page, ISBN, publisher’s name, copyright page and print quality.
Secure Checkout
Secure checkout
Security at its finest! Login, browse, purchase and pay, every step is safe and secured.
Money back guarantee
Money-back guarantee:
It’s all about customers! For any kind of bad experience with the product, get your actual amount back after returning the product.
On time delivery
On-time delivery
At your doorstep on time! Get this book delivered without any delay.
Notify me when this book is in stock
Add to Wishlist

About the Book

¿Qué es el verdadero lujo? ¿Qué es lo premium? ¿Es más o menos que el lujo? ¿Cómo se construye una marca o un producto en este segmento? ¿Por qué existen tantas categorías y tipologías de clientes? Dada la ingente cantidad de preguntas que surgen alrededor de un sector cada vez más cambiante y complejo, Susana Campuzano, como si de una alquimista se tratase, da respuesta a todas ellas gracias a la creación de una fórmula válida para las distintas categorías de lujo existentes, así como para el nuevo lujo que se avecina. La fórmula del lujo no es solo una receta para la creación de una marca, producto o servicio de lujo, «sino que se presenta como un gran mapa de posicionamiento, una guía o un catálogo que muestra las distintas opciones que se pueden seguir. También se plantea como un modelo válido tanto para la identidad de la marca como para la estrategia o los contenidos de comunicación», dice su autora. Tras analizar en detalle cada uno de los ingredientes, establece una clasificación en doce categorías de lujo en las que es posible posicionarse tanto en el presente como en el futuro. Por si esto fuera poco, contiene un tesoro único: el testimonio en primera persona de marcas referentes en boca de quienes las dirigen. Son Paraffection de Chanel (Hubert Barrère y Nadine Dufat), Loewe (Enrique Loewe y Lisa Montague), Onesixone (José Luis González), Harry's Bar y Cipriani (Arrigo Cipriani), Abadía Retuerta LeDomaine (Enrique Valero), Nose (Nicolas Cloutier) y Gin Mare (Juan Carlos Maroto).
About the Author: Master en Direccion comercial y Marketing (MDCM) por IE Business School. Licenciada en Geografia e Historia por la UCM con la especialidad en Historia del Arte. Trabajo durante 13 anos en Chanel, formando parte del equipo que implanto la marca en Espana, primero como Directora de Formacion, Promociones y Grandes Almacenes, y los siete ultimos como Directora de Marketing. A continuacion fue nombrada Directora de Marketing y Comunicacion de Value Retail (Las Rozas Village/ La Roca Village), y mas adelante Business Director de DTC (Diamond Trading Company, la rama de Marketing del grupo De Beers). Fue pionera en el estudio del lujo en Espana, primero con la creacion del primer seminario sobre el lujo en Ie Business School, y por la publicacion de "El Universo del lujo, una vision global y estrategica para profesionales y amantes del lujo." Mc Graw Hill. 2003. En 2006 monta su propia agencia-boutique Luxury Advise, y al mismo tiempo el Programa Superior de Direccion y Gestion Estrategica del Universo del Lujo de Ie Business School, que dirige desde entonces, y que en 2013 comienza con gran exito su 7a edicion. Desde Luxury Advise ha dado conferencias y formacion a marcas como Carrera y Carrera, Dior, Gaggenau, Glenrhotes Whisky, El CorteI Ingles, Gran Melia, Hotel Villa Magna, Hackett, Loreal, Lladro, Luxottica, Loewe, LVMH, Sebastian Professional, Swarovsky, Swatch Group, entre otras. Ha asesorado a marcas como Joyerias Grassy, Vinedos Alonso del Yerro, Swiss Perfection o los Parques naturales de Andalucia. Activa conferenciante en foros sobre el lujo, la marca, el comercio y el retail, es tambien profesora visitante de otras escuelas de negocio como la Universidad Catolica de Lisboa o el EOI. Publica asiduamente en la prensa especializada sobre lujo y retail, y es ampliamente solicitada para articulos de opinion.


Best Sellers



Product Details
  • ISBN-13: 9788416624898
  • Publisher: LID Editorial
  • Publisher Imprint: Lid Editorial
  • Edition: Acción Empresarial
  • Language: Spanish
  • Returnable: Y
  • Spine Width: 0 mm
  • Width: 152 mm
  • ISBN-10: 8416624895
  • Publisher Date: 01 Jun 2016
  • Binding: Paperback
  • Height: 229 mm
  • No of Pages: 320
  • Series Title: Acción Empresarial
  • Weight: 700 gr


Similar Products

How would you rate your experience shopping for books on Bookswagon?

Add Photo
Add Photo

Customer Reviews

REVIEWS           
Click Here To Be The First to Review this Product
La Fórmula del Lujo: Un Modelo Para La Creaciã3n de Marcas, Productos Y Servicios
LID Editorial -
La Fórmula del Lujo: Un Modelo Para La Creaciã3n de Marcas, Productos Y Servicios
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

La Fórmula del Lujo: Un Modelo Para La Creaciã3n de Marcas, Productos Y Servicios

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book
    Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    New Arrivals



    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!