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Book Cover
E-book
Author Sachetti, Philippe, 1958- author.

Title New technologies and branding / Philippe Sachetti, Thibaud Zuppinger
Published London, UK : ISTE, Ltd. ; Hoboken, NJ : Wiley, 2018

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Description 1 online resource
Series Innovation and technology set ; volume 4
Innovation, entrepreneurship, management series. Innovation and technology set ; v. 4.
Contents 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)
Subject Branding (Marketing)
Online social networks.
branding.
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Branding (Marketing)
Online social networks
Form Electronic book
Author Zuppinger, Thibaud, author
ISBN 9781119510550
1119510554
9781119422990
111942299X