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Technological advances, alongside increasing globalization and
growing awareness of socio-cultural and socio-political issues, are
driving corporate branding innovations and organisations must react
and adapt quickly to compete. This book investigates and explores
the impact of digital transformation on building corporate
branding, identity and reputation. The book brings together
international contributors to provide examples from a wide range of
industries and firms, including the retailing and agri-food
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 the limitations and challenges they might deliver. Using a
combination of theory, primary research findings and practice, the
book offers viewpoints and expertise from multiple regions,
appealing to a global audience. This edited collection serves as an
importance resource for researchers, scholars and postgraduate
students of marketing, brand management, and corporate
communications, and those interested in the emerging relationship
with technology.
Technological advances, alongside increasing globalization and
growing awareness of socio-cultural and socio-political issues, are
driving corporate branding innovations and organisations must react
and adapt quickly to compete. This book investigates and explores
the impact of digital transformation on building corporate
branding, identity and reputation. The book brings together
international contributors to provide examples from a wide range of
industries and firms, including the retailing and agri-food
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 the limitations and challenges they might deliver. Using a
combination of theory, primary research findings and practice, the
book offers viewpoints and expertise from multiple regions,
appealing to a global audience. This edited collection serves as an
importance resource for researchers, scholars and postgraduate
students of marketing, brand management, and corporate
communications, and those interested in the emerging relationship
with technology.
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