Question
Luxury brands hesitated to embrace e-commerce for a long time -Some had websites showcasing their products BUT not online sales Pure online transactions represent only
Luxury brands hesitated to embrace e-commerce for a long time
-Some had websites showcasing their products BUT not online sales
"Pure online transactions represent only about 4 percent of the total luxury goods market" (McKinsey & Company, 2013)
Explain this in terms of their traditional use of exclusive distribution
Write 2 paragraphs
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Advertising Promotion And Other Aspects Of Integrated Marketing Communications
Authors: Terence Shimp, Craig Andrews
9th Edition
978-1111580216, 1111580219
