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Luxury, lies, and marketing : shattering the illusions of the luxury brand / by Marie-Claude Sicard
Livre
Edited by Palgrave Macmillan. Basingstaoke - 2013
In this book, Sicard redefines the concept of luxury for the first time, challenging the traditional and outdated beliefs that are manifested across society at large; instead taking a historical approach to understanding what luxury really is. Based on her own research, Sicard then presents a brand new model for creating luxury campaigns, termed 'Swerve Theory', which outlines the methods that brands can use to convince customers that they are a cut above the mainstream.