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Adding prestige to your portfolio :how to use the creative luxury process to develop products everyone wants /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Adding prestige to your portfolio :/ Drew Boyd.
Reminder of title:	how to use the creative luxury process to develop products everyone wants /
Author:	Boyd, Drew,
Published:	London :Kogan Page Limited,2021.
Description:	xiv,199p.:ill.;24cm.
Notes:	Includes bibliographical references and index.
Subject:	Luxuries - Marketing. -
ISBN:	9781789666090(pbk.):

Adding prestige to your portfolio :how to use the creative luxury process to develop products everyone wants /
Boyd, Drew,

Adding prestige to your portfolio :how to use the creative luxury process to develop products everyone wants /Drew Boyd. - London :Kogan Page Limited,2021. - xiv,199p.:ill.;24cm.

Includes bibliographical references and index.

"Contrary to popular belief, luxury is a well-defined code that can be reapplied to any other product or service to enhance its value. Adding Prestige to Your Portfolio reveals how non-luxury companies can apply the principles of luxury and creativity to transition parts of their portfolio to luxury status. Adding Prestige to Your Portfolio describes how companies can elevate any product or service at each step of the customer buying journey (awareness, search and compare, purchase, use, advocate). By applying the creativity technique Closed World Principle, readers can determine which luxury benefits (security, fun, self-respect, self-fulfillment, accomplishment, recognition, relationships or belonging) would best map to their product or service and garner the greatest business impact at that particular stage of the customer buying journey. Illustrated with examples from industries as diverse as healthcare and industrial equipment, Adding Prestige to Your Portfolio shows companies how to borrow the elements of luxury and sprinkle them throughout the customer experience in order to strengthen loyalty and increase their appeal to potential new customers. Online resources include sample syllabi, templates to aid in application of framework, case studies and discussion questions"--

ISBN: 9781789666090(pbk.):NT1129Subjects--Topical Terms:

1000082661
Luxuries
--Marketing.

LC Class. No.: HD9999.L852 / B69 2021

Dewey Class. No.: 658.5752 / B789

Adding prestige to your portfolio :how to use the creative luxury process to develop products everyone wants /
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245 1 0 $a Adding prestige to your portfolio : $b how to use the creative luxury process to develop products everyone wants / $c Drew Boyd.
260 # $a London : $b Kogan Page Limited, $c 2021.
300 $a xiv,199p.: $b ill.; $c 24cm.
500 $a Includes bibliographical references and index.
520 # $a "Contrary to popular belief, luxury is a well-defined code that can be reapplied to any other product or service to enhance its value. Adding Prestige to Your Portfolio reveals how non-luxury companies can apply the principles of luxury and creativity to transition parts of their portfolio to luxury status. Adding Prestige to Your Portfolio describes how companies can elevate any product or service at each step of the customer buying journey (awareness, search and compare, purchase, use, advocate). By applying the creativity technique Closed World Principle, readers can determine which luxury benefits (security, fun, self-respect, self-fulfillment, accomplishment, recognition, relationships or belonging) would best map to their product or service and garner the greatest business impact at that particular stage of the customer buying journey. Illustrated with examples from industries as diverse as healthcare and industrial equipment, Adding Prestige to Your Portfolio shows companies how to borrow the elements of luxury and sprinkle them throughout the customer experience in order to strengthen loyalty and increase their appeal to potential new customers. Online resources include sample syllabi, templates to aid in application of framework, case studies and discussion questions"-- $c Provided by publisher.
650 # 0 $a Luxuries $x Marketing. $3 1000082661
650 # 0 $a Prestige. $3 1000143534
650 # 0 $a Product management. $3 149446
650 # 0 $a Branding (Marketing) $3 187439
650 # 0 $a Organizational change. $3 146692