Developing insights on branding in the B2B context : case studies from business practice /: case studies from business practice. (2018)

• Record Type: Book
• Further Information: Note: Edited by Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos.
• Editors: Koporcic, Nikolina; Ivanova-Gongne, Maria, 1985-; Nyström, Anna-Greta, 1979-; Törnroos, Jan-Åke
• Contents: 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.
• Publisher Details: United Kingdom : Emerald Publishing
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 658.827; Branding (Marketing) -- Management; Branding (Marketing) -- Case studies
• Languages: English
• ISBNs: 9781787562776; 9781787562752
• Related ISBNs: 9781787562769
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.