The luxury Strategy" has established itself as the definitive work on the essence of a luxury strategy providing a thorough understanding of the unique (and often paradoxical) rules for successful luxury brand management. Completely revised & updated the second edition of this classic text explores the diversity of meanings of "luxury" across different markets as well as the impact of social networks & digital developments on the luxury strategy. Written by two world experts on the subject it provides a rigorous blueprint for the effective management of luxury brands & companies at the highest level including human resources & financial management. It rationalizes those business models that have achieved profitability & unveils the original methods that were used to transform small family businesses such as Ferrari Louis Vuitton Cartier Chanel Armani Gucci & Ralph Lauren into profitable global brands."