Understanding interactive network branding in SME firms. (2019)

• Record Type: Book
• Further Information: Note: Nikolina Koporcic, Jan-Åke Törnroos.
• Authors: Koporcic, Nikolina; Törnroos, Jan-Åke
• Contents: Introduction Part I. Business networks Chapter 1. Background of the Interaction and Network Approach Chapter 2. Strategizing in SME networks Chapter 3. Market Management in business relationships Part II. Corporate branding Chapter 4. Development of corporate branding research in business markets Chapter 5. Corporate identity of SMEs Chapter 6. Corporate reputation of SMEs Part III. Interactive Network Branding Chapter 7. The main constituents of Interactive Network Branding Chapter 8. Human-to-human (H2H) interactions in business networks Chapter 9. Interactive Network Branding model Part IV. Examining INB in business markets Chapter 10. Understanding basic methodological issues of INB Chapter 11. Qualitative case studies Chapter 12. INB Process research Part V. Case examples of INB Chapter 13. Successful cases of Interactive Network Branding Chapter 14. When branding goes wrong in B2B markets: Guidelines for SMEs Conclusions.
• Publisher Details: United Kingdom : Emerald Publishing
• Publication Date: 2019
• Extent: 1 online resource
• Subjects: 658.827; Branding (Marketing); Small business marketing
• Languages: English
• ISBNs: 9781789739794; 9781789739770
• Related ISBNs: 9781789739787
• 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.