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Luxury Online: Styles, Systems, Strategies [Anglais] [Relié]

Uche Okonkwo
4.7 étoiles sur 5  Voir tous les commentaires (3 commentaires client)

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Descriptions du produit

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 it became apparent that the Internet is here to stay. But after two decades of the World Wide Web, this scenery ought to change. Today, the question of 'why' luxury should be online is no longer relevant but 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 Ritz Carlton are paving the way for luxury brands to move beyond the anti-internet stance, the journey remains long and challenge-ridden. As the most powerful marketing tool that will drive luxury forward in the next century, the internet has become indispensible for brand reinforcement, breaking into new territories, engaging clients and demonstrating overall value. This is both exciting and worrying and requires luxury to operate in a new world order where nothing is as it has been. What does luxury require to excel in this new world? Getting its acts together by embracing technology in all of its beauty and opportunities and adopting advanced strategies for excellence online. Luxury Online is not about exalting or crucifying luxury brands but addresses bottom-line luxury business issues in the context 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 21st century. Its recommendations will lead to long-term client affiliation, business growth and sustainable brand value, even as luxury online strives to come of age. Stay connected with Luxury Online on Twitter: /Luxury_Online Read the Luxury Online blog at http://luxuryonlinebook.blogsp

Détails sur le produit

  • Relié: 384 pages
  • Editeur : Palgrave Macmillan (septembre 2008)
  • Langue : Anglais
  • ISBN-10: 0230555365
  • ISBN-13: 978-0230555365
  • Dimensions du produit: 23,9 x 16,6 x 2,4 cm
  • Moyenne des commentaires client : 4.7 étoiles sur 5  Voir tous les commentaires (3 commentaires client)
  • Classement des meilleures ventes d'Amazon: 38.299 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
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Couverture | Copyright | Table des matières | Extrait | Index
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4.7 étoiles sur 5
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Commentaires client les plus utiles
5.0 étoiles sur 5 Un must 8 mai 2013
Format:Relié|Achat vérifié
Okonkwo est déjà une des spécialiste du genre. Dans ce livre elle met en avant que interne est déjà bien installé et qu'il n'est pas prêt de partir comme l'ont pu espéré certaine marques de luxe. Elle donne ainsi une approche du luxe online, présentant les erreurs à ne pas faire et les opportunités a saisir.
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1 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Luxury Insider 8 octobre 2010
Format:Relié
I found this book very insightful and a real eye-opener. Luxury Online has shown me the opportunities of the digital world and I am recommending it to all my colleagues. It is full of great tips and is very well illustrated. It is also written in the author's usual style of informal language and in full colour, which made it easy for me to read. I also liked that the book is in two parts: "Getting It", for people that are not knowledgeable about digital media and "Doing It" for those that are already into the web but need clear strategies. I think anyone interested in taking advantage of the internet should read this book whether they're in luxury or not. Thank you for this book, Uché and I hope you will publish more books on luxury.
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3 internautes sur 5 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Interesting and innovating 9 mai 2010
Par M Madrid
Format:Relié
The book is very interesting and innovating.
I was really glad to finally find a book about luxury online!
Some concepts can be a little bit repetitive however I think she developed very well the subject, she makes an excellent analysis; there are good examples, useful practical cases, a lot of statistics and strategies that can be followed.
It is easy to read as it is written with an informal language.
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Commentaires client les plus utiles sur Amazon.com (beta)
Amazon.com: 3.7 étoiles sur 5  6 commentaires
6 internautes sur 8 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Authoritive? It is a mix of self evidence, wordiness and misconceptions 17 août 2010
Par Rudy Wolff - Publié sur Amazon.com
Format:Relié
If you are into luxury, luxury branding, luxury advertising, social media and/or high end online marketing it is, judged by the 100 first pages, really not worth the time or effort.

I can quote another review: "I personally left the book for good when the theoretical shopping of an oriental princess was described. She was seeking online information before her brick and mortar shopping trip to Europe. She could not find relevant information on sizes, colors et cetera in ordinary e-channels like company sites, "Vogue" ([...] instead, perhaps?), but was thrilled by Christian Lacroix' La Redoute collection and would shop from there on the Europe trip (!). - Does this author even know what La Redoute is? A mail order giant, by their styles judged serving everything from the working class to upper middle classes ...

All in all the book is far too wordy (why mention f.ex. World of Warcraft?) and might serve as an introduction to web presence for online analphabets (especially those who think e-luxury is a self-contradiction). And these are many, even among scholars scrutinizing the Internet. For younger people professionally already into social media et cetera it is not much more than a waste of time."
2 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Deluxe look at how the web sells luxury 25 octobre 2010
Par Rolf Dobelli - Publié sur Amazon.com
Format:Relié
How do you market luxury items, which by definition are exclusive, on the internet, which by definition is accessible to the masses? This is the conundrum facing the luxury products industry, explains high-end marketing strategist Uché Okonkwo, and most deluxe brands have failed to find a solution - so far. Prada didn't even have a website until 2007. Today, countless blogs, forums and websites are dedicated to exchanging information that once belonged exclusively to the elite. For instance, in 2009, online "fashionistas" saw Madonna's Louis Vuitton ad campaign months before the images appeared in Vogue. Thousands of savvy observers congregated on the web, talked about the ads, pronounced judgment and moved on to the next big thing. Okonkwo explores how the web has revolutionized the way people perceive, view and purchase luxury goods. She explains why the industry must do a better job of responding to and participating in the digital world. Her exposition is thorough, solid and relevant, with abundant helpful pictures, though wordiness and repetition somewhat impede smooth sailing. Still, getAbstract believes it is a landmark resource for the luxury sector and of interest to anyone in e-commerce.
1 internautes sur 3 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Useful, expert, and current 21 mai 2010
Par Frederic Journoud - Publié sur Amazon.com
Format:Relié|Achat vérifié
Tis book is extremely useful to understand the latest trends in online marketing for the luxury and fashion industries. Published in 2010, it takes into consideration the latest Web technologies available, the social networking phenomenon, the latest innovation in online marketing, the rise of the developing countries as consumers of luxury goods, and the dramatic changes in customer behaviors resulting from the current recession. Beyond the value of the content, the book is very well designed and pleasant to read. Okonkwo is definitely a great expert.
0 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A must have! 30 janvier 2011
Par Honey bunny - Publié sur Amazon.com
Format:Format Kindle|Achat vérifié
This book is a wealth of knowledge. I immediately purchased the authors' other book too- they are well-written and an asset to my library!!! Thank you for all the hard work, research, websites, advice, etc. I can't imagine why anyone would give these books less then 5 stars- they deserve more!!!!! I can't wait to see what she writes next. Thank you Uche!!!
0 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Luxury Insider 8 octobre 2010
Par "Luxury insider" - Publié sur Amazon.com
Format:Relié
I have just finished reading this book and I found it very insightful and a real eye-opener. Luxury Online has shown me the opportunities of the digital world and I am recommending it to all my colleagues. It is also written in the author's usual style of informal language and in full colour, which made it easy for me to read. I also liked the structure of the book is in two parts: "Getting It", for people that are not savvy with digital media and "Doing It" for those that are already into the web but need clear strategies. I think anyone interested in taking advantage of the internet should read this book whether they're in luxury or not.
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