Marketing luxury goods online
Auteur :
Kluge, Philipp Nikolaus
Éditeur :
Peter Lang AG
ISBN :
9783631678657
Date de publication :
9 août 2016
Dimensions :
21,0 x 14,8 cm
Poids :
490 g
Langue :
Anglais
Pays d'origine :
Suisse
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.