"Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work. Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to...

Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of Illustrations -- Preface -- 1. Marketing and Digital Innovations -- 1.1. Introduction -- 1.2. The virtual market -- 1.3. New application areas -- 1.4. Strategic and operational changes -- 1.5. Structural changes...

Marketing and digital innovations -- Digital channels in luxury markets -- Digital channels : reference models for direct and indirect distribution -- Social media and integrated communication in luxury markets -- The frontiers of luxury goods marketing : social media systems and channels...