| Author: | Philippe Sachetti, Thibaud Zuppinger | ISBN: | 9781119510550 |
| Publisher: | Wiley | Publication: | February 14, 2018 |
| Imprint: | Wiley-ISTE | Language: | English |
| Author: | Philippe Sachetti, Thibaud Zuppinger |
| ISBN: | 9781119510550 |
| Publisher: | Wiley |
| Publication: | February 14, 2018 |
| Imprint: | Wiley-ISTE |
| Language: | English |
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.
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.
