SalePaperback
Fake News
Publisher:
Penguin Random House
| Author:
Gaurav Sood
| Language:
English
| Format:
Paperback
₹339
Save: 15%
In stock
Ships within:
1-4 Days
In stock
| Book Type |
|---|
ISBN:
Page Extent:
The news is a public good and needs to be handled with care and
integrity. Even though lies and misinformation campaigns have been
around for years—maybe since the dawn of journalism—the rate at
which fake news is being spread these days is both alarming and
preposterous. Almost every institution—public or private—uses fake
news to further its own agenda. Governments and corporate houses
spread fake news either through their own agencies or by influencing
the popular media. In the business sector, fake news manifests itself in
the form of exaggerated company returns and false data.
This book analyses the impact of fake news both on products and
personalities. Foregrounded in rigorous research, it examines how fake
news is used by companies, political parties, and leaders to create,
amplify, and even tarnish a brand’s image and equity. It emphasizes how
the customers’ perception of a brand impacts and influences its
reputation, and acts as a decisive force in them gaining or losing
competitive advantages. Elucidating how brands can interact both
directly and indirectly with fake news, it brings to the readers’ notice
how sometimes brands are the victims of fake news and other times,
the purveyors.
Description
The news is a public good and needs to be handled with care and
integrity. Even though lies and misinformation campaigns have been
around for years—maybe since the dawn of journalism—the rate at
which fake news is being spread these days is both alarming and
preposterous. Almost every institution—public or private—uses fake
news to further its own agenda. Governments and corporate houses
spread fake news either through their own agencies or by influencing
the popular media. In the business sector, fake news manifests itself in
the form of exaggerated company returns and false data.
This book analyses the impact of fake news both on products and
personalities. Foregrounded in rigorous research, it examines how fake
news is used by companies, political parties, and leaders to create,
amplify, and even tarnish a brand’s image and equity. It emphasizes how
the customers’ perception of a brand impacts and influences its
reputation, and acts as a decisive force in them gaining or losing
competitive advantages. Elucidating how brands can interact both
directly and indirectly with fake news, it brings to the readers’ notice
how sometimes brands are the victims of fake news and other times,
the purveyors.
About Author
Gaurav Sood is a brand evangelist, researcher, educator, speaker, columnist and author with more than two decades of practice in creating strong brands. He has been an integral part of developing, and managing marketing and integrated marketing communication campaigns for global brands in India, Germany and the US. He has also carved out a niche for himself as a brand strategist and pioneer in the domain of brand research.
Reviews
Clear filtersThere are no reviews yet.
Reviews
Clear filtersThere are no reviews yet.