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Business Digitalization : Corporate Identity and Reputation.
・ISBN 978-1-032-51235-8 2023 hard GB£ 171.99
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・ISBN 978-1-032-51236-5 2024 paper GB£ 43.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-40128-5
| 著者・編者 | Foroudi, Pantea / Cuomo, Maria Teresa (eds.), |
|---|---|
| シリーズ | Routledge Studies in Marketing |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2023.09 |
| ページ数 | 188 pp. |
| 言語 | ENG |
| ニュース番号 | ＜701-295 701-350＞ |
解説
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.