%0 Book
%A Philipp Nikolaus Kluge
%D 2017
%C Berlin, Germany
%I Peter Lang Verlag
%@ 9783653070002
%T Marketing Luxury Goods Online
%R 10.3726/978-3-653-07000-2
%U https://www.peterlang.com/document/1050704
%X 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.
%G English