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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.
- Format: Inbunden
- ISBN: 9781786301970
- Språk: Engelska
- Antal sidor: 224
- Utgivningsdatum: 2018-02-20
- Förlag: ISTE Ltd and John Wiley & Sons Inc