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Marketing Luxury Goods Online

By (author) Philipp Nikolaus Kluge

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The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In todayâ€™s digital world, this trade-off has become even more challenging. A luxury brandâ€™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.

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The Coming Wave: AI, Power and Our Future

Mustafa Suleyman
Paperback / softback
352 pages
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Helgoland: The Strange and Beautiful Story of Quantum Physics

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208 pages
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The Order of Time

Carlo Rovelli
Paperback / softback
224 pages
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Originally published in Italian: L'ordine del tempo (Milan: Adelphi Edizioni, 2017).

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