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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...
| Clasificación: | Libro Electrónico |
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| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London, UK : Hoboken, NJ :
ISTE, Ltd. ; Wiley,
2018.
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| Colección: | Innovation, entrepreneurship, management series. Innovation and technology set ;
v. 4. |
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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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| Descripción Física: | 1 online resource |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781119510550 1119510554 9781119422990 111942299X |