NLU Meghalaya Library

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New technologies and branding / Philippe Sachetti, Thibaud Zuppinger.

By: Contributor(s): Material type: TextSeries: Innovation, entrepreneurship, management series. Innovation and technology set ; ; v. 4.Publisher: London, UK : ISTE, Ltd. ; Hoboken, NJ : Wiley, 2018Description: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781119510550
  • 1119510554
  • 9781119422990
  • 111942299X
Subject(s): Additional physical formats: Print version:: New technologies and branding.DDC classification:
  • 658.8/27 23
LOC classification:
  • HF5415.1255
Online resources:
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.
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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.

Includes bibliographical references and index.

Online resource; title from PDF title page (John Wiley, viewed February 21, 2018).

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.

John Wiley and Sons Wiley Online Library: Complete oBooks

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