Marketing Luxury Goods Online Hardback
Part of the Schriften zu Marketing und Handel series
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.
- Format: Hardback
- Pages: 267 pages
- Publisher: Peter Lang AG
- Publication Date: 09/08/2016
- Category: Business innovation
- ISBN: 9783631678657