The relative importance of the different relationship platforms (physical and virtual) in the consumer experience of luxury brands : how has it changed from the company perspective?
Paola Peretti (IULM, Italy), Mohanbir Sawhney (Northwestern University, USA)
| Year of publication: |
[2016]
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|---|---|
| Authors: | Peretti, Paola ; Sawhney, Mohanbir S. |
| Published in: |
Global marketing strategies for the promotion of luxury goods. - Hershey, PA, USA : Business Science Reference, ISBN 978-1-4666-9958-8. - 2016, p. 133-154
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| Subject: | Luxusgüter | Luxury goods | Marketingmanagement | Marketing management | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Ladengeschäft | Retail outlet | Digitale Plattform | Digital platform |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/978-1-4666-9958-8.ch007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011484684