Description

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.

New Technologies and Branding

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£138.95

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Hardback by Philippe Sachetti , Thibaud Zuppinger

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Short Description:

Between cases of study, theoretical panorama and practical reflections, this book gives brand leaders the means to defend their brand... Read more

    Publisher: ISTE Ltd and John Wiley & Sons Inc
    Publication Date: 20/02/2018
    ISBN13: 9781786301970, 978-1786301970
    ISBN10: 1786301970

    Number of Pages: 224

    Non Fiction , Business, Finance & Law

    Description

    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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