Download or read book New Technologies and Branding written by Philippe Sachetti and published by John Wiley & Sons. This book was released on 2018-03-27 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.