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Introduction To be or not to be luxury 1
1 In the beginning there was luxury 5
2 The end of a confusion : premium is not luxury 38
3 Anti-laws of marketing 61
4 Facets of luxury today 76
5 Customer attitudes vis-a-vis luxury 103
6 Developing brand equity 116
7 Luxury brand stretching 137
8 Qualifying a product as luxury 158
9 Pricing luxury 177
10 Distribution and the Internet dilemma 193
11 Communicating luxury 210
12 Financial and HR management of a luxury company 225
13 Luxury business models 241
14 Entering luxury and leaving it 265
15 Learning from luxury 282
16 Conclusion : luxury and sustainable development 297
Bibliography 300
Index 305
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