| Marketing Luxury Goods Online Contributor(s): Fassnacht, Martin (Other), Kluge, Philipp Nikolaus (Author) |
|
 |
ISBN: 3631678657 ISBN-13: 9783631678657 Publisher: Peter Lang Gmbh, Internationaler Verlag Der W OUR PRICE: $89.60 Product Type: Hardcover - Other Formats Published: August 2016 |
| Additional Information |
| BISAC Categories: - Business & Economics | Management Science - Business & Economics | Advertising & Promotion - Business & Economics | Marketing - Research |
| Series: Schriften Zu Marketing Und Handel |
| Physical Information: 0.81" H x 5.83" W x 8.27" (1.19 lbs) 267 pages |
| Descriptions, Reviews, Etc. |
| Publisher 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. |
