|
Books > Business & Economics > Business & management > Sales & marketing > Market research
|
Buy Now
Marketing Luxury Goods Online (Hardcover, New edition)
Loot Price: R2,029
Discovery Miles 20 290
|
|
|
Marketing Luxury Goods Online (Hardcover, New edition)
Series: Schriften zu Marketing und Handel, 19
Expected to ship within 12 - 17 working days
|
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
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
