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- Retrait gratuit dans votre magasin Club
- 7.000.000 titres dans notre catalogue
- Payer en toute sécurité
- Toujours un magasin près de chez vous
Business Digitalization
Corporate Identity and Reputation
182,45 €
+ 364 points
Description
Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity and reputation.
This book brings together international contributors to provide examples from a wide range of industries and firms, including the retailing and agrifood industries, and illustrates the many dimensions of corporate branding and theories and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks and technologies 4.0, as well as the limitations and challenges they might deliver. Using a combination of theory, primary research findings and practice, this book offers viewpoints and expertise from multiple regions, appealing to a global audience.
This edited collection serves as an important resource for researchers, scholars and postgraduate students of marketing, brand management and corporate communications and those interested in the emerging relationship with technology.
Spécifications
Parties prenantes
- Editeur:
Contenu
- Nombre de pages :
- 188
- Langue:
- Anglais
- Collection :
Caractéristiques
- EAN:
- 9781032512358
- Date de parution :
- 29-09-23
- Format:
- Livre relié
- Format numérique:
- Genaaid
- Dimensions :
- 156 mm x 234 mm
- Poids :
- 462 g
