New Technologies and Branding

Original Publish Date: Feb 14, 2018
Product Number: EB00720270
Released: Feb 27, 2018
Business Term: Purchase
ISBN: #9781119510550
Publisher: Wiley-ISTE
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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.