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| Author: | Duobis, B. |
| Title: | Comment surmonter les paradoxes du marketing du luxe = How to overcome the paradoxes of luxury goods' marketing |
| Journal: | Revue Francaise de Gestion
1992 : JAN-FEB, NO. 87, p. 30-37 |
| Index terms: | MARKETING DISTRIBUTION DEMAND PRODUCTS JEWELLERY INDUSTRY |
| Language: | fre |
| Abstract: | The luxury goods market has experienced unprecedented growth levels ever recent years, not unrelated to marketing efforts done in this area. But this has led to the appearance of a fundamental contradiction: luxury goods and marketing are strange bedfellows. A luxury product is, by definition, a rare product, whereas marketing is designed to provide a product with the widest possible distribution. Five areas of this paradox are identified: demand, product, price, distribution and communication. It is shown how the best performing luxury goods companies have succeeded in avoiding these paradoxes or turning them to their own advantage. |
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