Digital luxury : transforming brands & consumer experiences

• Main Author: Batat, Wided, (Author)
• Format: eBook
• Language: English
• Published: London : SAGE Publications, 2019.
• Subjects: luxusní zboží; internetový marketing; marketing; obchodní značky; luxuries; Internet marketing; brand name products; branding (marketing); elektronické knihy; monografie; electronic books; monographs
• ISBN: 9781526483584; 9781526483591; 9781526483560; 9781526458933; 9781526458940
• Physical Description: 1 online zdroj (xvi, 258 stran) : ilustrace
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.- Resumé vydavatel