New Technologies and Branding

ISBN: 9781786301970 出版年：2018 页码：219 Philippe Sachetti Thibaud Zuppinger Wiley

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.