by Marie-Claude Sicard · PEARSON · tapa blanda · ISBN 9782744062094
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«Luxe, mensonges et marketing» is the essay by Marie-Claude Sicard on luxury marketing, in paperback, published by Pearson (224 pages, in French).
Marie-Claude Sicard analyses what separates a luxury brand from a mass-market one and argues that the difference is one of degree, not of nature. The book dismantles the idea that luxury does not need marketing and addresses the sector's new customers and markets.
The book was awarded by the Académie des Sciences Commerciales (CNRS-Université de Rennes); this second edition was published in 2006.
For marketing and brand management professionals, and for readers interested in critical analysis of the luxury sector.
