New Technologies and Branding

Business & Finance, Career Planning & Job Hunting, Small Business
Cover of the book New Technologies and Branding by Philippe Sachetti, Thibaud Zuppinger, Wiley
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Author: Philippe Sachetti, Thibaud Zuppinger ISBN: 9781119510550
Publisher: Wiley Publication: February 14, 2018
Imprint: Wiley-ISTE Language: English
Author: Philippe Sachetti, Thibaud Zuppinger
ISBN: 9781119510550
Publisher: Wiley
Publication: February 14, 2018
Imprint: Wiley-ISTE
Language: English

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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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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