Digital Channels and Social Media Management in Luxury Markets |
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| Author:
| Mosca, Fabrizio
Civera, Chiara |
| Series title: | Routledge-Giappichelli Studies in Business and Management Ser. |
| ISBN: | 978-1-351-33228-6 |
| Publication Date: | Nov 2017 |
| Publisher: | Taylor & Francis Group
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| Imprint: | Routledge |
| Book Format: | Digital (delivered electronically) |
| List Price: | USD $54.95USD $200.00USD $200.00 |
Book Description:
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This book will enable readers to gain a clear insight into how the luxury goods market operates and amongst other things, focuses on:
- recent internet and social media strategies adopted by luxury companies and their brands;
- how luxury companies manage their communication and distribution channels to compete in the market and the impact of digital marketing on their competition;
- the main models of direct and indirect distribution in the digital...
More Description
This book will enable readers to gain a clear insight into how the luxury goods market operates and amongst other things, focuses on:
- recent internet and social media strategies adopted by luxury companies and their brands;
- how luxury companies manage their communication and distribution channels to compete in the market and the impact of digital marketing on their competition;
- the main models of direct and indirect distribution in the digital channels;
- how consumers react to multichannel strategies;
- trends, social commerce and CSR and how luxury companies react;
- identifying the different social media strategies for luxury companies.