Digital Channels and Social Media Management in Luxury Markets

ISBN-13: 9780367890667 / Angielski / Miękka / 2020 / 200 str.

Fabrizio Mosca; Chiara Civera

Opis

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

Spis treści

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

O autorze

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.