机读格式显示(MARC)
- 000 01440cam a2200289 i 4500
- 008 171129s2018 nju 000 0 eng
- 020 __ |a 9781786301970 : |c CNY830.05
- 040 __ |a DLC |b eng |e rda |c DLC
- 100 1_ |a Sachetti, Philippe, |e author.
- 245 10 |a New technologies and branding / |c Philippe Sachetti, Thibaud Zuppinger.
- 260 __ |a Hoboken, NJ : |b ISTE Ltd/John Wiley and Sons Inc, |c c2018.
- 300 __ |a xvii, 186 pages : |b illustrations ; |c 25 cm.
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 490 0_ |a Innovation, etrepreseurship, management: innovation and technology ; |v . book 4
- 504 __ |a Includes bibliographical references (pages 183-186) and indexes. .
- 520 __ |a 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.
- 650 _0 |a Branding (Marketing) .
- 650 _0 |a Branding (Marketing) |x Technological innovations. .
- 650 _0 |a Electronic commerce.