The world in which we live is far more complex today than it was just a few years ago because of a feverish and fascinating process of perpetual change. New technologies bursting onto the scene, social networks undergoing extraordinary growth and expansion, huge amounts of information becoming available to consumers, the globalisation of the economy and the accelerated development of the so-called emerging countries are some of the main phenomena that are changing the face of the competitive environment in which brands operate, which in turn is posing stiff challenges for managers. All in all, this e-book touches on some of the many key challenges that academics and practitioners in the field of brand management are facing and relies also on a wide range of methodological approaches to deal with them.
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