Marketing Luxury Goods Online

Business & Finance, Management & Leadership, Management Science, Marketing & Sales, Advertising & Promotion
Cover of the book Marketing Luxury Goods Online by Philipp Nikolaus Kluge, Peter Lang
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Philipp Nikolaus Kluge ISBN: 9783631694077
Publisher: Peter Lang Publication: August 29, 2017
Imprint: Peter Lang GmbH, Internationaler Verlag der Wissenschaften Language: English
Author: Philipp Nikolaus Kluge
ISBN: 9783631694077
Publisher: Peter Lang
Publication: August 29, 2017
Imprint: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Peter Lang

Cover of the book Teaching Business Culture in the Italian Context by Philipp Nikolaus Kluge
Cover of the book Popular Educational Classics by Philipp Nikolaus Kluge
Cover of the book Plurilinguisme dans la littérature française by Philipp Nikolaus Kluge
Cover of the book Artikel 2 Europaeische Menschenrechtskonvention im Lichte der Terrorismusbekaempfung by Philipp Nikolaus Kluge
Cover of the book Translation, Globalization and Younger Audiences by Philipp Nikolaus Kluge
Cover of the book Diálogos intertextuales 6: «The Lion King / El Rey León» by Philipp Nikolaus Kluge
Cover of the book Justice and Redemption by Philipp Nikolaus Kluge
Cover of the book Schuldnerschutz bei der Uebertragung titulierter Sicherungsgrundschulden by Philipp Nikolaus Kluge
Cover of the book Data-Driven Problem-Solving in International Business Communication by Philipp Nikolaus Kluge
Cover of the book Interpersonal Arguing by Philipp Nikolaus Kluge
Cover of the book Facebook-Partys und Sicherheitsrecht by Philipp Nikolaus Kluge
Cover of the book Salz Weißes Gold oder Chemisches Prinzip? by Philipp Nikolaus Kluge
Cover of the book Der Erste Weltkrieg by Philipp Nikolaus Kluge
Cover of the book Expressing Post-Secular Citizenship by Philipp Nikolaus Kluge
Cover of the book Building Regionalism from Below by Philipp Nikolaus Kluge
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy