000			02147nam a22002417a 4500
999			_c5084 _d5084
005			20230314104325.0
008			230314b ||||| |||| 00| 0 eng d
020			_a9783030857684
082			_a658.8 _bSCH
100			_aSchmitt, Rebecca _911895
245			_aOmni-personal luxury: _bhow to transform your luxury business for the digital age
260			_bPalgrave Macmillan _aSwitzerland _c2022
300			_axxii, 178 p.
365			_aEURO _b37.99
520			_aRapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury. While digital transformation has unlocked new opportunities to connect one-to-one with customers, the challenge for luxury brands is to engage with customers while protecting their brand equity and leveraging digital tools to build personal relationships with customers. Taking you beyond omni-channel marketing, this book takes a deep dive into the concept of omni-personal, which enables you to connect your brand to relevant and individual experiences. Highly practical in scope, it takes you on a journey to building individual and relevant experiences and relationships at scale. The authors answer the essential questions of who, why, how, what and when omni-personal matters most in luxury, offering best-practice examples, case studies and interviews with industry leaders. Ultimately, this book shows you how to embed the omni-personal strategy into your business and offers a framework to help you assess your organization’s ability to deliver omni-personal marketing along the different channels and touchpoints within the customer journey. This book is for anyone who is interested in the future of luxury, including industry experts and brand managers who want a better understanding of the required steps towards an omni-personal customer relationship.
650			_aLuxury goods industry _912183
650			_aInternet marketing _9786
650			_aLuxuries--Marketing _910396
650			_aConsumer behavior _9368
700			_aBensoussan, Albert _912184
700			_aRossi, Arnaud _912185
942			_2ddc _cBK