Luxury Online

Styles, Systems, Strategies

  • Authors
  • Uché Okonkwo

Table of contents

  1. Front Matter
    Pages i-xxiv
  2. Introduction

    1. Uché Okonkwo
      Pages 1-7
  3. Getting It!

    1. Front Matter
      Pages 9-9
    2. Uché Okonkwo
      Pages 11-25
    3. Uché Okonkwo
      Pages 26-40
  4. Doing It!

    1. Front Matter
      Pages 109-109
    2. Uché Okonkwo
      Pages 215-261
    3. Uché Okonkwo
      Pages 262-277
  5. Epilog

    1. Uché Okonkwo
      Pages 325-330
  6. Back Matter
    Pages 331-360

About this book


This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online.


brand branding communication Distribution E-Branding e-marketing innovation Internet management marketing strategy trade Web Web 2.0

Bibliographic information