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Developing Insights on Branding in the B2B Context
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Understanding Interactive Network Branding in SME Firms
Nikolina Koporcic, Jan-Ake Tornroos
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...
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Brand management research has grown significantly since the 1980s, but has focused mostly on business-to-consumer perspectives. Here business scholars at Abo Akademi University in Finland explore branding in business-to-business marketing. In sections on internal branding, external branding, and contemporary perspectives, they consider such aspects as developing corporate brand identity, the use of corporate social responsibility in employer branding, brand image as a facilitator of relationship initiation, understanding emotions in business-to-business branding, and creating and maintaining a sustainable brand. -- Annotation (c)2018 * (protoview.com) *
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Dr. Nikolina Koporcic is a Postdoctoral researcher in International Marketing affiliated with the School of Business and Economics (Abo Akademi University), and Turku School of Economics (University of Turku). Her research interests include areas of corporate branding, business-to-business relationships and networks. In particular, she is studying the importance of Interactive Network Branding for small and medium-sized enterprises (SMEs) in business markets. Nikolina has published her research in Industrial Marketing Management and Econviews. Dr. Maria Ivanova-Gongne is a Postdoctoral researcher and Lecturer in international marketing at Abo Akademi University, Finland. Her research interests include business-to-business marketing management, particularly the aspects of business interaction, managerial sense-making and culture in international business-to-business relationships and networks. Her work has appeared in international top journals such as Industrial Marketing Management, Scandinavian Journal of Management, Journal of Business and Industrial Marketing, and European Management Journal. Anna-Greta Nystroem, D. Sc. (Econ.) is a senior lecturer at Abo Akademi University School of Business and Economics. Anna-Greta holds a doctoral degree in International Marketing from the Abo Akademi University School of Business and Economics. Her doctoral research focused on industry change in the Finnish telecommunications sector, with a special focus on technological convergence and business network dynamics. Anna-Greta has published her research in Industrial Marketing Management, Journal of Business Research, Journal of Engineering and Technology Management, AMS Review, and Journal of Business and Industrial Marketing, among others. Anna-Greta's current research interests include business networks and change, business opportunities in high-tech industries, media convergence, and changing media consumption patterns. Jan-Ake Toernroos is professor emeritus of international marketing at the School of Business and Economics at Abo Akademi University in Finland. He has published his research in the areas of Business Marketing in Networks, International Marketing, and Inter-Cultural Management. He has also done research in qualitative inquiry and process research in business market management. His research is published in e.g. Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Business & Industrial Marketing.
Chapter 1. Value of B2B branding Chapter 2. Developing corporate brand identity Chapter 3. Brand knowledge sharing Chapter 4. The use of Corporate Social Responsibility in Employer Branding Chapter 5. Brand image as a facilitator of relationship initiation Chapter 6. Maintaining B2B relationships through branding Chapter 7. Branding within B2B sales Chapter 8. Understanding emotions in B2B branding Chapter 9. Online branding and the B2B context Chapter 10. Creating and maintaining a sustainable brand Chapter 11. Dangerous mistakes and severe blunders within B2B branding