Jan-Åke Törnroos – författare
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2 produkter
Developing Insights on Branding in the B2B Context
Case Studies from Business Practice
Av Nikolina Koporcic, Maria Ivanova-Gongne m. fl.
Inbunden, 2018
1120 kr
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This book presents real life business-to-business (B2B) branding cases. The book deploys a theoretical-practical approach, where theoretical and conceptual frameworks related to key branding topics are supported by empirical case studies. Each case helps to illustrate the framework and discuss its …
Understanding Interactive Network Branding in SME Firms
Av Jan-Åke Törnroos, Nikolina Koporcic
Inbunden, 2019
1062 kr
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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 …
