Fabrizio Mosca, Chiara Civera

Digital Channels and Social Media Management in Luxury Markets (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 212
• Erscheinungstermin: 23. November 2017
• Englisch
• ISBN-13: 9781351332286
• Artikelnr.: 50215616

Autorenporträt

Fabrizio Mosca is Associate Professor in Marketing and Business Strategy in the Department of Management, at Turin University, Italy.

Chiara Civera is a Doctor (Ph.D) and Research Fellow in Business and Management in the Department of Management, University of Turin. She is a visiting professor of Business Ethics and Strategy at the University Abat Oliba CEU (Barcelona, Spain) and a visiting scholar of Business Ethics at the Darden School of Business, University of Virginia, US.

Inhaltsangabe

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