Lojas online de luxo

Name: Lojas online de luxo
Brand: Edicoes Nosso Conhecimento
SKU: 9786209660764
Price: 5119.0 INR
Availability: InStock

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ISBN13: 9786209660764
Binding: Paperback
Subject: N/A
Publisher: Edicoes Nosso Conhecimento
Publisher Imprint: Edicoes Nosso Conhecimento
Publication Date: March 22, 2026
Pages: 68
Original Price: USD 57.0
Language: Portuguese
Edition: N/A
Item Weight: 105 grams
BISAC Subject(s): Marketing / General

About The Book

Apesar do crescimento impressionante tanto do setor do luxo em geral como das vendas online de artigos de luxo em particular, um grande n�mero de marcas de luxo continua relutante em gerir as suas pr�prias lojas online. De um modo geral, muitos profissionais de marketing de luxo duvidam da compatibilidade do luxo com a World Wide Web devido ao chamado dilema da Internet das marcas de luxo: a Internet caracteriza-se pela ubiquidade da sua oferta e pela m�xima transpar�ncia de pre�os. O estatuto das marcas de luxo, por outro lado, baseia-se na sua exclusividade e num pre�o premium. No entanto, s�o escassas as investiga��es que procuram resolver o dilema da Internet. Assim, os gestores de marcas de luxo carecem de orienta��o quando se trata de criar uma experi�ncia de compra de luxo atraente para o crescente segmento de clientes online. Este trabalho d� um passo no sentido de colmatar esta lacuna. Contribui para a literatura existente atrav�s da identifica��o de caracter�sticas web espec�ficas do luxo. A conce��o de lojas online de luxo alinhadas com estas caracter�sticas permite �s marcas de luxo impulsionar o crescimento das vendas sem o risco de diluir o seu estatuto de exclusividade.

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