Автор: Kluge, Philipp Nikolaus Название: Marketing luxury goods online ISBN: 3631678657 ISBN-13(EAN): 9783631678657 Издательство: Peter Lang Рейтинг: Цена: 85530.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
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.
Автор: Kluge Alexander, Negt Oskar Interviewee Название: Public Sphere and Experience: Analysis of the Bourgeois and Proletarian Public Sphere ISBN: 1784782416 ISBN-13(EAN): 9781784782412 Издательство: Marston Book Services Рейтинг: Цена: 24470.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: A classic critique of Habermas` renowned notion of the public sphere.
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