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Marketing Luxury Goods Online

By (author) Philipp Nikolaus Kluge

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normal price: R 2 950.95

Price: R 2 802.95

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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.

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Normally shipped | This title will be printed on demand for your order. Delivery will be 6 weeks or less.
Publisher | Peter Lang AG
Published date | 9 Aug 2016
Language |
Format | Hardback
Pages | 267
Dimensions | 210 x 148 x 0mm (L x W x H)
Weight | 490g
ISBN | 978-3-6316-7865-7
Readership Age |
BISAC | business & economics / management science

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Normally shipped | Available from overseas. Usually dispatched in 14 days
Readership Age |
Normal Price | R 4 206.95
 Price | R 3 995.95 | on special |

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