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Luxury online = styles, strategies, systems /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Luxury online/ Uchâe Okonkwo.
其他題名:	styles, strategies, systems /
作者:	Okonkwo, Uchâe.
出版者:	Basingstoke :Palgrave Macmillan, : c2010.,
面頁冊數:	xxiv, 360 p. :ill. (chiefly col.) :
標題:	Luxury goods industry. -
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230248335

Luxury online = styles, strategies, systems /
Okonkwo, Uchâe.

Luxury onlinestyles, strategies, systems /[electronic resource] :Uchâe Okonkwo. - Basingstoke :Palgrave Macmillan,c2010. - xxiv, 360 p. :ill. (chiefly col.)

Includes bibliographical references and index.

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 Ucéh Okonkwo.

Luxury is online but is not yet in line. Did you notice? As an industry that is known for avant-gardism, it remains a surprise that luxury is playing catch-up in embracing the e-culture and adopting technology.Luxury brands have been locked in a love-hate relationship with technology since itbecame apparent that the Internet is here to stay. But after two decades of the World Wide Web, thisscenery ought to change. Today, the question of 'why' luxury should be online is no longer relevantbut the current issue is 'how' luxury should present itself online particularly as consumers take charge of their virtual experiences. Although the likes of Louis Vuitton, Gucci, Cartier and the RitzCarlton arepaving the way for luxury brands to move beyond the anti-internet stance, the journey remains long and challenge-ridden. As the most powerfulmarketing tool that will drive luxury forward in the next century, theinternet has become indispensible for brand reinforcement, breaking into newterritories, engaging clients and demonstrating overall value. This is both exciting and worrying andrequires luxury to operate in a new world order where nothing is as it has been. What does luxuryrequire to excel in this new world? Getting its acts together by embracing technology in all of itsbeauty and opportunities and adopting advanced strategies for excellence online. Luxury Online is not about exalting orcrucifying luxury brands but addresses bottom-line luxury business issues in thecontext of the internet, digital media and new technologies.It is an eye-opener that reveals the approaches to overcoming digital luxury challenges while meeting the business requirements of the 21stcentury. Its recommendations will lead to long-term client affiliation, business growth and sustainable brand value, even as luxury online strives to come of age.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2010.

Mode of access:World Wide Web.

ISBN: 9780230248335Subjects--Topical Terms:

237361
Luxury goods industry.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HD9999.L852 / O36 2010

Dewey Class. No.: 658.872

Luxury online = styles, strategies, systems /
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