Digital Channels and Social Media Management in Luxury Markets
Series: Routledge-Giappichelli Studies in Business and Management;
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Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 14 April 2020
- ISBN 9780367890667
- Binding Paperback
- No. of pages212 pages
- Size 234x156 mm
- Weight 390 g
- Language English 53
Categories
Short 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 distribu More
Long description:
In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following:
- new geographical market development, such as in the Far East, India, and some parts of Africa (these countries are added to a list of already relevant countries that are involved in luxury goods consumption, such as the Emirates, Russia, and South America);
- diffusion of new media and new technologies in communication, which is characterized by a high degree of interaction;
- the evolution of distribution channels is underway – these channels are moving towards new forms of integration that utilize both physical digital channels.
This has forced firms to revise their strategies and implement multichannel marketing strategies to continue to operate in increasingly international markets that are characterized by increasingly more demanding and informed consumers.
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.
Table of Contents:
1. Marketing and digital innovation.
2. The digital channel in luxury markets.
3. Direct and Indirect digital distribution in luxury markets: emerging business models
4. Social Media Strategies and Communication in luxury markets.
5. Social Commerce, Integration of channel for the future of luxury goods.
6. Corporate Social Responsibility for the future of luxury goods.
References
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