Brandjack [electronic resource] : How your reputation is at risk from brand pirates and what to do about it

• Tác giả: Q Langley
• ISBN-13: 978-1137375360
• Ký hiệu phân loại: 658.8 Management of marketing
• Mô tả vật lý: VIII, 307 p. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 306984
• Chủ đề: 1. Business intelligence; 2. Communication in organizations; 3. Leadership; 4. Marketing research; 5. Marketing; 6. Strategic planning; 8. Business Strategy and Leadership; 9. Corporate Communication; 10. Market Research and Competitive Intelligence

Tóm tắt

Containing 90+ case studies including BP, Beyoncé, Pizza Hut and Chrysler, this is the first book to analyze brandjacking - when organizations lose control of their brand's image online. Combining crisis communication and social media, this book charts the trend's growth, offering advice to those who find themselves at the mercy of brand pirates.