Understanding Interactive Network Branding in SME Firms - Couverture rigide

Koporcic, Nikolina; Trnroos, Jan-Ake

 
9781789739787: Understanding Interactive Network Branding in SME Firms
Couverture rigide
ISBN 10 : 1789739780 ISBN 13 : 9781789739787
Editeur : Emerald Publishing Limited, 2019

Synopsis

Introducing the innovative concept of Interactive Network Branding (INB), this book offers academics and professionals a theoretical framework, alongside practical examples, to develop INB in the context of small and medium-sized enterprises (SMEs).


Combining a business network approach with contemporary corporate branding research, a variety of topics are explored, including:
  • strategizing in SME networks,
  • market management,
  • corporate identity,
  • corporate reputation,
  • human-to-human (H2H) interactions.
This broad range of perspectives, from business networks to corporate branding, highlights the latest trends in both business marketing and organizational research whilst emphasizing the influential role of human actors in SMEs.

Looking at successful cases of INB and analysing cases where branding has gone wrong, Understanding Interactive Network Branding in SME Firms offers guidelines for researchers in marketing theory and practitioners working in SME firms to develop their branding models and processes in fast changing business environments.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Nikolina Koporcic is Assistant Professor of Marketing at Nottingham University Business School, University of Nottingham, UK. Her research on corporate branding, business-to-business relationships and networks has been published in Industrial Marketing Management, Journal of Business and Industrial Marketing, the IMP Journal, and Econviews.Jan-Åke Törnroos is Professor Emeritus of International Marketing at the School of Business and Economics, Åbo Akademi University, Finland. His research on business marketing in networks, international marketing, and inter-cultural management has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Business and Industrial Marketing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Emerald Publishing Limited
Date d'édition
2019
Langue
anglais
ISBN 10 
1789739780
ISBN 13 
9781789739787
Reliure
Relié
Nombre de pages
165
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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