Marketing Luxury Goods Online

Business & Finance, Management & Leadership, Management Science, Marketing & Sales, Advertising & Promotion
Cover of the book Marketing Luxury Goods Online by Philipp Nikolaus Kluge, Peter Lang
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Author: Philipp Nikolaus Kluge ISBN: 9783631694077
Publisher: Peter Lang Publication: August 29, 2017
Imprint: Peter Lang GmbH, Internationaler Verlag der Wissenschaften Language: English
Author: Philipp Nikolaus Kluge
ISBN: 9783631694077
Publisher: Peter Lang
Publication: August 29, 2017
Imprint: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Language: English

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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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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