Marketing Luxury Goods Online
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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.
Autor: | Kluge, Philipp Nikolaus |
Nakladatel: | Peter Lang AG |
ISBN: | 9783631678657 |
Rok vydání: | 2016 |
Jazyk : | Angličtina |
Vazba: | Hardback |
Počet stran: | 267 |
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