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
Summary
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
Bibliography
Includes bibliographical references and index
Notes
Online resource; title from PDF title page (John Wiley, viewed February 21, 2018)