Questo sito usa cookie di analytics per raccogliere dati in forma aggregata e cookie di terze parti per migliorare l'esperienza utente.
Leggi l'Informativa Cookie Policy completa.

Libros antiguos y modernos

Kluge, Philipp Nikolaus

Marketing Luxury Goods Online. Schriften zu Marketing und Handel ; 19.

Frankfurt am Main : Peter Lang, 2016.,

40,00 €

Bookshop Buch Fundus

(Berlin, Alemania)

Habla con el librero

Formas de Pago

Detalles

ISBN
9783631678657
Autor
Kluge, Philipp Nikolaus
Editores
Frankfurt am Main : Peter Lang, 2016.
Formato
XXVII, 267 S. Originalhardcover.
Materia
Management
Sobrecubierta
No
Idiomas
Inlgés
Copia autógrafa
No
Primera edición
No

Descripción

A very good copy. - 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. ISBN 9783631678657
Logo Maremagnum es