New Technologies and Branding
| By: | Philippe Sachetti; Thibaud Zuppinger |
| Publisher: | Wiley Global Research (STMS) |
| Print ISBN: | 9781786301970 |
| eText ISBN: | 9781119510550 |
| Edition: | 1 |
| Copyright: | 2018 |
| Format: | Reflowable |
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Table of Contents
Between cases of study, theoretical panorama and practical reflections, this book gives brand leaders the means to defend their brand in a changing environment, where new technologies and manipulation techniques have rendered old defense schemes obsolete. Rather than suggesting a reflection from the point of view of the crisis, the authors deal with the question under another, broader theme: conflict.