Marketing Luxury Goods Online

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.

Book details

• Author: Philipp Nikolaus Kluge
• Publisher: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
• Edition: 1st Edition
• eText ISBN: 9783653070002
• Print ISBN: 9783631678657
• Format: Fixed Layout
• Language: en
• Copyright: 2016