Digital Channels and Social Media Management in Luxury Markets

ISBN-13: 9781138572461 / Angielski / Twarda / 2017 / 200 str.

Mosca, Fabrizio (University of Turin, Italy)|||Civera, Chiara

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 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.

O autorze

Fabrizio Mosca is Associate Professor in Marketing and Business Strategyin theDepartment 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.