000			02979nam a2200313Ia 4500
001			3165
008			230305s2017 xx 000 0 und d
020			_a9780367890667
043			_aen_UK
041			_aeng
245		0	_aDigital channels and social media management in luxury markets
260			_a _bRoutledge, _c2017
300			_axi, 200 p. _c24 cm.
505			_aIncludes bibliographical references. _rTOC:-- _r1. Marketing and digital innovation.-- _r2. The digital channel in luxury markets.-- _r3. Direct and Indirect digital distribution in luxury markets: emerging business models-- _r4. Social Media Strategies and Communication in luxury markets.-- _r5. Social Commerce, Integration of channel for the future of luxury goods.-- _r6. Corporate Social Responsibility for the future of luxury goods.--
520			_aIn 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.
630			_aHD INDUSTRIES. LAND USE. LABOR _937
650		0	_aInternet marketing _91133
650		0	_aSocial media _xEconomic aspects _95351
650			_aOnline social networks _xEconomic aspects _9182
700			_aCivera, Chiara _eAutor _913149
700			_aMosca, Fabrizio _eAutor _910791
902			_a331
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9780367890667.jpg
912			_a2017-01-01
942			_a1
953			_d2022-01-24 18:50:20
999			_c3013 _d3013