New technologies and branding / Philippe Sachetti, Thibaud Zuppinger.

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.