Description: Further DetailsTitle: Marketing Luxury Goods OnlineCondition: NewAuthor: Philipp Nikolaus KlugeFormat: HardbackEAN: 9783631678657ISBN: 9783631678657Publisher: Peter Lang AGGenre: Business & FinanceRelease Date: 08/09/2016Description: 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.Language: EnglishCountry/Region of Manufacture: CHItem Height: 210mmItem Length: 148mmItem Weight: 490gBook Series: Schriften zu Marketing und HandelRelease Year: 2016 Missing Information?Please contact us if any details are missing and where possible we will add the information to our listing.
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Book Title: Marketing Luxury Goods Online
Title: Marketing Luxury Goods Online
EAN: 9783631678657
ISBN: 9783631678657
Genre: Business & Finance
Release Date: 08/09/2016
Release Year: 2016
Country/Region of Manufacture: CH
Number of Pages: 267 Pages
Publication Name: Marketing Luxury Goods Online
Language: English
Publisher: Lang Gmbh, Internationaler Verlag Der Wissenschaften, Peter
Publication Year: 2016
Subject: Marketing / General, E-Commerce / Internet Marketing, Management Science, Economics / General, Advertising & Promotion, E-Commerce / General (See Also Computers / Electronic Commerce)
Item Height: 1 in
Features: New Edition
Type: Textbook
Item Weight: 16.9 Oz
Item Length: 8.5 in
Subject Area: Business & Economics
Author: Philipp Nikolaus Kluge
Series: Schriften Zu Marketing Und Handel Ser.
Item Width: 6 in
Format: Hardcover
