Digital Channels and Social Media Management in Luxury Markets (Routledge-giappichelli Studies in Business and Management)

個数：

電子版価格
¥10,292

電子版あり

Digital Channels and Social Media Management in Luxury Markets (Routledge-giappichelli Studies in Business and Management)

Mosca, Fabrizio/ Civera, Chiara

ウェブストア価格 ¥13,334（本体¥12,122）
Routledge（2020/04発売）
外貨定価 US$ 63.99
ポイント 121pt

提携先の海外書籍取次会社に在庫がございます。通常3週間で発送いたします。
【重要ご説明事項】
1. 納期遅延や、ご入手不能となる場合が若干ございます。
2. 複数冊ご注文の場合は、ご注文数量が揃ってからまとめて発送いたします。
3. 美品のご指定は承りかねます。

●3Dセキュア導入とクレジットカードによるお支払いについて

【入荷遅延について】
世界情勢の影響により、海外からお取り寄せとなる洋書・洋古書の入荷が、表示している標準的な納期よりも遅延する場合がございます。
おそれいりますが、あらかじめご了承くださいますようお願い申し上げます。

◆画像の表紙や帯等は実物とは異なる場合があります。

◆ウェブストアでの洋書販売価格は、弊社店舗等での販売価格とは異なります。
また、洋書販売価格は、ご注文確定時点での日本円価格となります。
ご注文確定後に、同じ洋書の販売価格が変動しても、それは反映されません。

製本 Paperback:紙装版/ペーパーバック版／ページ数 200 p.
言語 ENG
商品コード 9780367890667
DDC分類 338.4700688

Full Description

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.

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