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Digital Channels and Social Media Management in Luxury Markets (Paperback)
Loot Price: R1,372
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Digital Channels and Social Media Management in Luxury Markets (Paperback)
Series: Routledge-Giappichelli Studies in Business and Management
Expected to ship within 12 - 17 working days
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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.
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