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Marketing Luxury Goods Online
Marketing Luxury Goods Online
- Publication Year :
- 2016
-
Abstract
- 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.
Details
- Language :
- English
- ISBNs :
- 9783631678657, 9783631694077, 9783631694084, and 9783653070002
- Volume :
- 00019
- Database :
- eBook Index
- Journal :
- Marketing Luxury Goods Online
- Publication Type :
- eBook
- Accession number :
- 1585707