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.
| ISBN: | 9783631678657 |
| Publication date: | 9th August 2016 |
| Author: | Philipp Nikolaus Kluge |
| Publisher: | Peter Lang Edition an imprint of Peter Lang GmbH, Internationaler Verlag der Wissenschaften |
| Format: | Hardback |
| Series: | Schriften Zu Marketing Und Handel |
| Genres: |
Business innovation Production and quality control management Sales and marketing management Distribution and logistics management Brands and branding Market research |