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.
Auflage
Sprache
Verlagsort
Produkt-Hinweis
Broschur/Paperback
Klebebindung
Illustrationen
Maße
Höhe: 216 mm
Breite: 140 mm
ISBN-13
978-1-349-67718-4 (9781349677184)
DOI
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
1. Brand and reputation
2. Issues and crises 3. How digital technologies have turned organizations upside down 4. 140 case studies of brandjacking 5. Engagement and transparency how to turn your organization inside out 6. 11 rules for dealing with brandjacking
