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 Lernen und Lehren in multilingualen Kontexten by Philipp Nikolaus Kluge
Cover of the book Understanding New Media by Philipp Nikolaus Kluge
Cover of the book Penser les frontières européennes au XXIe siècle by Philipp Nikolaus Kluge
Cover of the book Las relaciones de sucesos sobre seres monstruosos durante los reinados de Felipe III y Felipe IV (15981665) by Philipp Nikolaus Kluge
Cover of the book Facing ICT Challenges in the Era of Social Media by Philipp Nikolaus Kluge
Cover of the book La Mythologie dans lœuvre poétique de Charles Baudelaire by Philipp Nikolaus Kluge
Cover of the book Histoire, Forme et Sens en Littérature by Philipp Nikolaus Kluge
Cover of the book Der neue Gluecksspielstaatsvertrag by Philipp Nikolaus Kluge
Cover of the book A Daring Venture by Philipp Nikolaus Kluge
Cover of the book One Hundred Years after Japans Forced Annexation of Korea: History and Tasks by Philipp Nikolaus Kluge
Cover of the book W.G. Sebalds «Nach der Natur» by Philipp Nikolaus Kluge
Cover of the book Adolescents New Literacies with and through Mobile Phones by Philipp Nikolaus Kluge
Cover of the book Constructive dismissal by Philipp Nikolaus Kluge
Cover of the book Zivilgesellschaft im Widerstreit by Philipp Nikolaus Kluge
Cover of the book Eating America: Crisis, Sustenance, Sustainability 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