New technologies and branding /
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...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London, UK : Hoboken, NJ :
ISTE, Ltd. ; Wiley,
2018.
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| Series: | Innovation, entrepreneurship, management series. Innovation and technology set ;
v. 4. |
| Subjects: | |
| Online Access: | View fulltext via EzAccess |
| 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. |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781119510550 1119510554 9781119422990 111942299X |