New Technologies and Branding - Philippe Sachetti
| Автор: | Philippe Sachetti |
| Издательство: | John Wiley & Sons Limited |
| Серия: | |
| Жанр произведения: | Малый бизнес |
| Год издания: | 0 |
| isbn: | 9781119510543 |
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.