Marketing Luxury Goods Online - Schriften zu Marketing und Handel 19 (Hardback)Philipp Nikolaus Kluge (author)
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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
Number of pages: 267
Weight: 490 g
Dimensions: 210 x 148 mm
Edition: New edition
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