4. 3*"/,'()*+,$-.*"/,012-561+:4"4128-
• !"#$%&'()*!*#+,!8,)&*!/!"0*1#$)2*!3#0451!79%)2()'-)*!
9%+'#.,"()*+,$-.*"/,012-5!,"+%*$4128-
• !"#$%&'()*!*#+,!32&',*!/!"0*1#$)2*!3#0451!7$#.#'*!!
3*++-.,$4*()*+,$-.*"/,012-5617#".4128-
• !"#$%&'()*!*#+,!4##,*!/!"0*1#$)2*!3#0451!3)')61*!!
!"#$%&'()*+,$-.*"/,012-
• !"#$%&'()*!*#+,!-#$$#,(.)*!/!"0*1#$)2*!3#0451!%2#,0-1*!

5. :#;!<=2&',!>#02(*1*?!"&'!@2#;!A&+)*!!
!!!!!!!!!!!!!!!!!!!!3B!A(+C(&!=)++)DD&!&',!E'&1!F)('&'!
Harvard Business Review Magazine – July – August 2014 Issue – Page:

6. SELLING LUXURY !

7. 7'5&'-)!#2!G(+01)!!
=2&',!8$&4)!
=2&',!!
791)'*(#'!!
H#'I"#2)!!
"0*1#$)2*!!
"#2)!!
"0*1#$)2*!!
"#2)!!
J2#,0-1*!
H#'I"#2)!!
J2#,0-1*!
K!!$

9. G#;';&2,!=2&',!!
791)'*(#'!!
• !L),0-.#'!('!J2(-)!
• !>&24)1!H#'I"#2)!"0*1#$)2*!!!!!!
• !J2#,0-1!G(C)2*(6-&.#'!!!
• !H#'I*12&1)4(-!G(*12(30.#'!-5&'')+*!!!
=2&',!A12)1-5('4!

13. ")'12&+(D)!G)*(4'!!
<=2&',!"D&2?!!

15. MNOP!A&+)*!!
OQMROST!"&2*!

16. "(.D)'*!
E$3&**&,#2*!
>#02(*1*!! =2&',!!

17. Unlock the
Mysteries of
Your Customer
Relationships
!"#$%&&#'()*"+##
,-./0#12-*0%)*+#/03##
$240#5%6)0!*/7)*#

18. CRM UOO!=(++(#'!! ! ! ! ! ! ! ! ! !E''0&++B!!
G)$#42&%5(-!G&1&!!
!I!@)',)2!!
!I!E4)!!
!I!('-#$)!!
!I!7,0-&.#'!
!!!!!!!!!!!>&24).'4V!
!I!J02-5&*('4!%&W)2'*!
!I!A%)',('4!:&3(1*!
!I!8'-2)&*)!A&+)*!
L)+&.#'&+!('1)++(4)'-)V!
!I!=0(+,('4!15)!2)+&.#'*5(%!!
!I!X&('1&('('4!15)!2)+&.#'*5(%!!

20. Y(*1)'('4!Z#2!A(4'&+*!!

21. L)+&.#'*5(%!L&,&2V!
J(-[!0%!-0*1#$)2*!*(4'&+!!
• !]*('4!*02C)B!&',!('1)2C();^!
• !Y(*1)'('4!1#!-&++*R!)$&(+!!
!!!&',!#15)2!('1)2&-.#'^!
• !]*('4!*#-(&+!$),(&!

30. _2&$);#2[!!
Z#2!8,)'.ZB('4!!
`%%#210'(.)*!!

31. a:E>!$(9!#Z!%2#,0-1*!&',!!
*)2C(-)*!*5#0+,!B#0!#b)2c!!
8/92*#:%.7;#]'-)21&('!G)$&',!!
A12&1)4(-!`%.#'*V!
!!!I!_#-0*!H&22#;+BV!
!!!I!A)&2-5!Z#2!"#$$#'&+(.)*!&-2#**!%2#,0-1*!!
!!!I!"2)&1)!&!5),4),!J#2d#+(#!!

32. A5#0+,!;)!*)++!,(&%)2*!#'+(')c!
`%%#_&-1*V!
210'(.)*V!!
I!>5)B!&2)!30+[B!&',!)9%)'*(C)!1#!*5(%!
I!G)$&',!(*!5(45+B!%2),(-1&3+)!!
I!>5)B!5&C)!+#;!%2#61!$&24('*!
I!7C)2B#')!-&'!30B!15)$!Z2#$!&'B!*0%)2$&2[)1!
I!J2#,0-1!C&2()1B!(*!+($(1),!!
I!G(&%)2*!-#$)!('!e0*1!&!Z);!*(D)*!

33. "2)&1)!0'(f0)!C&+0)!`2!A#$)#')!;(++!-#%B!B#0!!

34. J2#,0-1*!*5&2('4!-#$%#')'1*!!

35. J2#,0-1*!*5&2('4!%2#-)**)*!!
J2)C)'1!(1!Z2#$!3)-#$('4!&!-#'*12&('1!

36. X0+.%+)!=0*(')**!X#,)+!

37. a5)'!*5#0+,!B#0!$&[)!!
B#02![)B!,)-(*(#'*c!
8/92*#:%.7;#>&[('4!,)-(*(#'!)&2+B!!
A12&1)4(-!`%.#'*V!
!!!I!J#*1%#')!15)!,)-(*(#'!
!!!I!"5&'4)!15)!#2,)2!#Z!15)!,)-(*(#'!!
!!!I!A%+(1!0%!15)![)B!,)-(*(#'*!!

38. a5#!&2)!15)!3)*1!!
,)-(*(#'!$&[)2*c!
8/92*#:%.7;#>5)!;2#'4!%)2*#'!$&[('4!15)!
,)-(*(#'!!
A12&1)4(-!`%.#'*V!
!!!I!E%%#('1!&!3)W)2I('Z#2$),!,)-(*(#'!$&[)2!
!!!I!J&**!15)!,)-(*(#'!1#!15(2,!%&21B!!
!!!I!A)+)-1!15)!,)-(*(#'!$&[)2!;(15!15)!$#*1!1#!
4&('!

39. X&2-!,)!A;&&'!E2#'*R!_2&'[!C&'!,)'!G2()*1R!&',!F)(15!a)),!

45. `24&'(D('4!Z#2!@2#;15!
• !"#$$%&'$(!!
• !)$*+,-,$(!
• !.#&/*,$(!!
• !012+'$(!!

51. `-1#3)2!OR!MNOSR!QVPN!EX!g!hVNN!JX!
!#;,",$-)<-OpenThinking