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Managing Integrated Brand Communication Strategies in the Online Era: New Marketing Frontiers for Luxury Goods
Abstract
Since the spread of digital environments has certainly helped to broaden the spectrum of possibilities for managing channels, while opening new areas of competitive confrontation, is to assume that new technologies have contributed to the definition of a hybrid environment in which pre- and post-digital-revolution habits coexist. The aim of the present chapter is to show how this kind of hybrid channels, want to meet the two requirements to communicate and sell - through the use of media platforms that appeal to each other, meet and complement each other – is nowadays managed and how it can be used in the future to reach business and awareness goals in luxury markets. The analysis has been based on ways through which global luxury goods firms integrate their communication and selling tools each other, by focusing the attention on web and social strategies.
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