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 point of view of the crisis, the authors deal with the question under another, broader theme: conflict.
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| UPC | 9781119510543 |
|---|---|
| Author | Philippe Sachetti, Thibaud Zuppinger |
| Pages | 224 |
| Language | English |
| Format | |
| Publisher | Wiley |
| SKU | 9781119510543 |
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