Brand Management Strategies: Luxury and Mass Markets

Bill D'Arienzo's groundbreaking and comprehensive Brand Management Strategies: Luxury and Mass Markets - a must-acquire exploration of every aspect of branding and marketing (mass AND luxury) goes to the head of the class. The depth, richness and specificity ofhis analysis (brilliantly-woven case histories) and rigor of his roots in classic, fully-integrated strategic packaged-goods branding and marketing are a gift to serious luxury marketers in every segment. The business equivalent of a blockbuster, his book is no flash in the pan, no one-trick pony, but a vade mecum to be perused and revisited for inspiration and education. Very few authors in the canon of marketing literature can stand shoulder to shoulder with him on insights and intuitions as to the importance and resilience of luxury brands. In an e-world that continues to shake up and challenge the very foundations of old world retail (witness Macy's struggles) D'Arienzo's work and thinking are a reminder that there is a way out and up. Rooted in a deep understanding of the power of brand and the ever growing opportunities for true strategic marketers that embrace change and the new channels of communications, service and sales, his work serves as a compass for young luxury marketers and veterans alike. The luxury market and the elite community of the most affluent and sophisticated buyers will continue to grow globally. For the most astute luxury marketers, Mr. D'Arienzo's book will remain an evergreen guide to keep at their sides as they steer their brands' through the turbulent seas of radically changing times.