Marketing Luxury Goods Online (Hardcover, New edition)

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.

General

Imprint:	Peter Lang Ag
Country of origin:	Switzerland
Series:	Schriften zu Marketing und Handel, 19
Release date:	August 2016
First published:	2016
Authors:	Philipp Nikolaus Kluge
Dimensions:	210 x 148 x 23mm (L x W x T)
Format:	Hardcover - Cloth over boards
Pages:	267
Edition:	New edition
ISBN-13:	978-3-631-67865-7
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Management of specific areas > Production & quality control management Books > Business & Economics > Business & management > Management of specific areas > Distribution & warehousing management Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	3-631-67865-7
Barcode:	9783631678657

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