{"product_id":"marketing-luxury-goods-online-von-philipp-nikolaus-kluge","title":"Marketing Luxury Goods Online","description":"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.\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783631678657\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Hardcover - 9783631678657","offer_id":51614714246,"sku":"9783631678657","price":87.15,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/3cee4556-634b-4044-97d6-2abb09d67470.jpg?v=1780723528","url":"https:\/\/shop.autorenwelt.de\/products\/marketing-luxury-goods-online-von-philipp-nikolaus-kluge","provider":"Autorenwelt Shop","version":"1.0","type":"link"}