Overview

In today's connected world, digital platforms have become a vital tool for brand engagement to combat public scrutiny. As information spreads across social media and online communities, brands are more vulnerable to crises that can escalate faster than brands can fix them. Organizations can navigate these turbulent digital landscapes, leveraging the very platforms that amplify risk to communicate effectively, and safeguard their reputations. In an age where one misstep can go viral, mastering digital crisis management is no longer optional, it's a core competency. Digital Platforms and Managing Brand Crises explore how the advancement of technologies in this connected have helped companies in management of crisis. This book demonstrates how to manage these crises effectively while maintaining brand integrity, a critical aspect of modern brand management. Covering topics such as digital platforms, brand management, and crisis management, this book is an excellent resource for academicians, researchers, entrepreneurs, marketing professionals, business leaders, and more.

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9798337323671

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Author Information

Ana Lima is Professor in the area of Marketing and Sales at ISCAP, Polytechnic Institute of Porto. Ph.D. in Marketing and researcher at CEOS (Center of Organizational and Social Social and Organizational Studies of Polytechnic of Porto) with research in the areas of retail, digital marketing, consumer behavior, and branding. In the research area, she participates regularly in international conferences and Erasmus programs. She is currently the director of the Master in Digital Marketing and a technical professional course in Sales for International Markets. With experience in the areas of consultancy in Marketing, Sales, and Communication

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