Digital Channels and Social Media Management in Luxury Markets: 1st Edition (Hardback) book cover

Digital Channels and Social Media Management in Luxury Markets

1st Edition

By Fabrizio Mosca, Chiara Civera

Routledge

200 pages | 20 B/W Illus.

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Hardback: 9781138572461
pub: 2017-12-01
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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.

Table of Contents

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

About the Authors

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.

About the Series

Routledge-Giappichelli Studies in Business and Management

This series brings together the most significant works in Business, Economics and Finance by Italian authors that have been selected by the Giappichelli publishing house. It features cutting-edge research, addressing all of the major issues across a wide range of individual disciplines, helping to define and advance the field.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS014000
BUSINESS & ECONOMICS / Commodities
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS018000
BUSINESS & ECONOMICS / Customer Relations
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS043010
BUSINESS & ECONOMICS / Marketing / Direct
BUS043020
BUSINESS & ECONOMICS / Marketing / Industrial
BUS043030
BUSINESS & ECONOMICS / International / Marketing
BUS043040
BUSINESS & ECONOMICS / Marketing / Multilevel
BUS043060
BUSINESS & ECONOMICS / Marketing / Research
BUS057000
BUSINESS & ECONOMICS / Industries / Retailing
BUS058000
BUSINESS & ECONOMICS / Sales & Selling
BUS063000
BUSINESS & ECONOMICS / Strategic Planning
BUS070000
BUSINESS & ECONOMICS / Industries / General
BUS070020
BUSINESS & ECONOMICS / Industries / Automobile Industry
BUS070090
BUSINESS & ECONOMICS / Industries / Fashion & Textile Industry
BUS073000
BUSINESS & ECONOMICS / Commerce
BUS076000
BUSINESS & ECONOMICS / Purchasing & Buying
BUS083000
BUSINESS & ECONOMICS / Information Management
BUS087000
BUSINESS & ECONOMICS / Production & Operations Management
BUS090000
BUSINESS & ECONOMICS / E-Commerce / General (see also COMPUTERS / Electronic Commerce)
BUS090010
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing
BUS090030
BUSINESS & ECONOMICS / E-Commerce / Online Trading
COM060140
COMPUTERS / Web / Social Networking
COM079000
COMPUTERS / Social Aspects / General
COM087000
COMPUTERS / Digital Media / General