Holistic Approaches to Brand Culture and Communication Across Industries
IGI Global | English | 2018 | ISBN-10: 1522531505 | 281 pages | PDF/ePUB | 4.55/13.07 MB
by Sabyasachi Dasgupta (Author, Editor), Santosh Kumar Biswal (Editor), M. Anil Ramesh (Editor)
The world of brands is undergoing a sea of change in the domain of consumer culture and it has become a challenge to cater to the minds of audiences. As such, effective branding has moved from being product- and service-oriented to organizational- and social movement-oriented