Marketing Luxury Goods Online, Hardback Book

Description

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.

Information

  • Format: Hardback
  • Pages: 267 pages
  • Publisher: Peter Lang AG
  • Publication Date:
  • Category: Business innovation
  • ISBN: 9783631678657

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