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Livres anciens et modernes

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, Allemagne)

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Détails

ISBN
9783631678657
Auteur
Kluge, Philipp Nikolaus
Éditeurs
Frankfurt am Main : Peter Lang, 2016.
Format
XXVII, 267 S. Originalhardcover.
Thème
Management
Jaquette
Non
Langues
Anglais
Dédicacée
Non
Premiére Edition
Non

Description

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
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