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.
| Threefold | First conceptually examining the specific marketingmix for luxury goods |
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Peter Lang Ag Marketing luxury goods online, hardback/philipp nikolaus kluge
