Bookshelf
study guides books reading lists e-books
home sign in my orders my e-books my trolley my account contact

| browse books |
books
 

books

| book details |

Marketing Luxury Goods Online

Series edited by Martin Fassnacht, By (author) Philipp Nikolaus Kluge

| on special |

normal price: R 2 730.95

Price: R 2 593.95

| book description |

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.

| product details |



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

| other options |



Normally shipped | Available from overseas. Usually dispatched in 14 days
Readership Age |
Normal Price | R 3 866.95
 Price | R 3 673.95 | on special |

| back |
| your trolley |
To view the items in your trolley please sign in.
| sign in |

| specials |

The Correspondent

Virginia Evans
Hardback
288 pages
was: R 552.95
now: R 525.95
Available from overseas. Usually dispatched in 14 days

Broken Country: AMAZON'S BOOK OF THE YEAR - THE MILLION-COPY BESTSELLER

Clare Leslie Hall
Paperback / softback
320 pages
was: R 395.95
now: R 355.95
Usually dispatched in 6-12 days
An epic love story with the pulse of a thriller that asks: what would you risk for a second chance at first love?

Exiles: Times book of the month 'Stanley Kubrick meets MR James'

Mason Coile
Paperback / softback
224 pages
was: R 520.95
now: R 468.95
Forthcoming
A terrifying locked-room mystery set in a remote outpost on Mars.

Theory & Practice

Michelle de Kretser
Hardback
192 pages
was: R 415.95
now: R 373.95
Available from overseas. Dispatched in aprox 4-8 weeks as local supplier is out of stock
 
Copyright 2026 |  terms and conditions