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...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Sachetti, Philippe, 1958- (Autor), Zuppinger, Thibaud (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London, UK : Hoboken, NJ : ISTE, Ltd. ; Wiley, 2018.
Colección:Innovation, entrepreneurship, management series. Innovation and technology set ; v. 4.
Temas:
Branding (Marketing)
Online social networks.
Stratégie de marque.
Réseaux sociaux (Internet)
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Online social networks
Acceso en línea:Texto completo
Tabla de Contenidos:
  • What is a Brand?
  • Conflict
  • The Players in Conflicts
  • Hostility, from Yesterday to Today
  • The Techniques of Conflict
  • Preparing for Conflict
  • Acting in Conflict
  • Conclusion
  • Epilogue
  • Appendix: Wise Steps.

Ejemplares similares