The Tallit: Experience the Hidden Mysteries of the Prayer Shawl, Kluge Charlie

Автор: Kluge, Philipp Nikolaus
Название: Marketing luxury goods online
ISBN: 3631678657 ISBN-13(EAN): 9783631678657
Издательство: Peter Lang
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Цена: 12829.00 р.
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Описание:

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.