Brandjack How your reputation is at risk from brand pirates and what to do about it
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...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan
2014.
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| Colección: | Springer eBooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b36160751*spi |
| Sumario: | 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. |
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| Descripción Física: | VIII, 307 p. |
| Formato: | Forma de acceso: World Wide Web. |
| ISBN: | 9781137375360 |
