publication . Doctoral thesis . 2009

Marketing of Luxury Products

Shamina, Yana;
Restricted English
  • Published: 01 Jan 2009
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
Abstract
The world of luxury products for many years was reserved only for the selective and exclusive audience. It looked like it was impossible to experience it or to get in for someone from outside. Marketers of luxury brands have created such an environment where clients could feel exclusivity and enjoy timeless quality, values, history and heritage of the brand. It is very important to maintain the traditional values for luxury brands but in order to stay in touch with the target audience, luxury producers have to face and adapt to rapidly changing environment. There are a lot of debates about comparability of the Internet and luxury, as digital world is too imperso...
Subjects
ACM Computing Classification System: GeneralLiterature_MISCELLANEOUS
free text keywords: online marketing communications; online luxury consumer behavior; luxury marketing; online luxury consumer behavor
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