1 option
New technologies and branding / Philippe Sachetti, Thibaud Zuppinger.
- Format:
- Book
- Author/Creator:
- Sachetti, Philippe, author.
- Zuppinger, Thibaud, author.
- Series:
- Innovation, entrepreneurship, management series. Innovation and technology set ; Volume 4.
- Innovation, Entrepreneurship, Management Series. Innovation and Technology Set ; Volume 4
- Language:
- English
- Subjects (All):
- Branding (Marketing).
- Online social networks.
- Physical Description:
- 1 online resource (219 pages) : illustrations (some color).
- Place of Publication:
- London, England ; Hoboken, New Jersey : ISTE : Wiley, 2018.
- Summary:
- 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.
- Notes:
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 9781119510543
- 1119510546
- 9781119422990
- 111942299X
- 9781119510550
- 1119510554
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