This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online. INDICE: - Foreword - Author's Note - Acknowledgement - Preface: Online, Yet Not Inline - Introduction: Who is Afraid of the Internet? - Connected Luxury- e-People are Real People - Web 2.0. (or Whatever you Choose to Call it) is REAL! - Luxury Communications, the 'e' Way - The e-Experience: Creating More Than a Luxury Website - The New Reality of Luxury e-Marketing and e-Branding - Selling a 'Dream' Online - Beyond the Internet: Technology& Innovation for Luxury - Luxury Best& Worst Practices Online - Epilogue: Interview with Uché Okonkwo -
- ISBN: 978-0-230-55536-5
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 384
- Fecha Publicación: 26/02/2010
- Nº Volúmenes: 1
- Idioma: Inglés