Marketing Luxury Goods Online

By Philipp Nikolaus Kluge

The objectives of this book are threefold: First, conceptually examining the specific marketing-mix for luxury goods. Second, applying this marketing-mix to the online world. Third, empirically testing the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.

• Format: Hardcover
• Language: English
• ISBN: 3631678657
• ISBN13: 9783631678657
• Release Date: August 2016
• Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
• Length: 267 Pages
• Weight: 1.19 lbs.
• Dimensions: 0.8" x 5.8" x 8.3"