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portada Marketing Luxury Goods Online (Schriften zu Marketing und Handel)
Type
Physical Book
Publisher
Author
Language
English
Pages
267
Format
Hardcover
ISBN13
9783631678657
Categories

Marketing Luxury Goods Online (Schriften zu Marketing und Handel)

Philipp Nikolaus Kluge (Author) · Peter Lang · Hardcover

Marketing Luxury Goods Online (Schriften zu Marketing und Handel) - Philipp Nikolaus Kluge

New Book Imported to New Zealand
Delivery: 12 Aug - 19 Aug Shipping: 4 to 5 business days.
NZ$ 201.96
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NZ$ 201.96

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Synopsis "Marketing Luxury Goods Online (Schriften zu Marketing und Handel) "

The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today’s digital world, this trade-off has become even more challenging. A luxury brand’s fragile concept of exclusiveness is seemingly incompatible with the ubiquitous availability provided by the mass medium Internet. The author addresses this trade-off both conceptually and empirically. First, the author conceptually examines the specific marketing-mix for luxury goods in terms of product, price, communications, and distribution management. Second, this marketing-mix is applied to the online environment. Third, the author empirically tests the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.

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