Marketing Luxury Goods Online - Schriften zu Marketing und Handel 19 (Hardback)
  • Marketing Luxury Goods Online - Schriften zu Marketing und Handel 19 (Hardback)
zoom

Marketing Luxury Goods Online - Schriften zu Marketing und Handel 19 (Hardback)

(author)
£51.95
Hardback 267 Pages / Published: 09/08/2016
  • We can order this

Usually dispatched within 2 weeks

  • This item has been added to your basket

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.

Publisher: Peter Lang AG
ISBN: 9783631678657
Number of pages: 267
Weight: 490 g
Dimensions: 210 x 148 mm
Edition: New edition

You may also be interested in...

Running Lean
Added to basket
£19.99
Paperback
A Mind for Business
Added to basket
£12.99
Paperback
Screw Business as Usual
Added to basket
The Innovator's DNA
Added to basket
£23.00
Hardback
Managing Change
Added to basket
£46.99
Paperback
Ten Types of Innovation
Added to basket
Organization Development
Added to basket
The Innovator's Solution
Added to basket
Commercial Awareness 2015/16
Added to basket
Change by Design
Added to basket
£25.00
Hardback
My New Business
Added to basket
£14.99
Paperback
Business Process Change
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.