New Technologies and Branding. Philippe Sachetti

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Название: New Technologies and Branding

Автор: Philippe Sachetti

Издательство: John Wiley & Sons Limited

Жанр: Малый бизнес

Серия:

isbn: 9781119510543

isbn: 0

Аннотация:

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.