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Marketing Luxury Goods Online

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Philipp Nikolaus Kluge

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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Preface by Martin Fassnacht

Extract



The domain of luxury goods is a relatively new phenomenon for both the scientific community as well as for the corporate world. Given the increased sales volume of the personal luxury goods the topic of luxury goods has increased in its importance in both fields. If we are looking at the existing scientific literature, there is no comprehensive contribution that captures the topic of the marketing of luxury goods online as well as offline from both a scientific and managerial perspective.

Against this background, the dissertation of Dr. Philipp Nikolaus Kluge can be regarded as the state of the art of luxury goods. In his dissertation, Dr. Kluge addresses very relevant topics of luxury goods. The second chapter makes the reader familiar with the concept of luxury goods. He is talking about constituent characteristics of luxury goods as well as about the motives for buying luxury goods. In this chapter, he provides us with a very profound understanding of luxury goods. We got to take into account that there is no established definition of luxury goods either in the scientific or managerial world.

Dr. Kluge enriches and provides us with many insights about the marketing mix of luxury goods for the so called “4P’s”: product, price, communication and distribution management. In two very comprehensive chapters, he provides us with the state of the art of the marketing-mix for luxury goods for the offline as well as for the online world. Such an inspiring and...

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