Marketing Luxury Goods Online

by Philipp Nikolaus Kluge

Overview

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.

Product Details

ISBN-13:	9783631678657
Publisher:	Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Publication date:	08/09/2016
Series:	Schriften zu Marketing und Handel , #19
Edition description:	New
Pages:	267
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

Philipp Nikolaus Kluge earned the doctoral degree in marketing at the WHU-Otto Beisheim School of Management in Vallendar, Germany. He studied business administration at the Rotterdam School of Management, the Warsaw School of Economics (SGH), and the University of Passau.

Table of Contents

The Concept of Luxury – Marketing-Mix of Luxury Goods – Online Marketing-Mix of Luxury Goods – Expert Interviews - Online Distribution – Theory and Hypotheses - Effects of Online Accessibility – Empirical Studies on the Effects of Online Accessibility