Is CRM for luxury brands

Journal of Brand Management

Volumn 16, Issue 5-6, 2009, Pages 406-412

  Cailleux, Hugues ^a   Mignot, Charles ^b   Kapferer, Jean Noël ^a  

^a HEC PARIS   (France)

^b HEC Paris ^*

Author keywords

Brand; CRM; Customer equity; Loyalty; Luxury; Retention

Indexed keywords

EID: 67650507855     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2008.50     Document Type: Article

References (5)

1. Bain & Co. (2005) The new rules of luxury. Financial Times ,18May.
2. Buttle, F. (2003) Customer Relationship Management. New York: Butterworth-Heinemann.
3. Kumar, V. and Reinartz, W. (2005) Customer Relationship Management. London: Wiley.
4. Kapferer, J. N. and Bastien, V. (2009) The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: Kogan-Page.
5. Kapferer, J. N. (2008) The New Strategic Brand Management. London: Kogan-Page.