Understanding interactive network branding in SME firms /

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 contemp...

Ausführliche Beschreibung

Gespeichert in:
Hauptverfasser:
Koporcic, Nikolina, Törnroos, Jan-Åke
Format:
Elektronisch E-Book
Sprache:
Englisch
Veröffentlicht:
Bingley, England : Emerald Publishing, [2020]
Ausgabe:
First edition.
Zusammenfassung:
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.
Umfang:
1 online resource (177 pages)
Anmerkungen:
Includes index.
Bibliografie:
Includes bibliographical references.
ISBN:
9781789739794
1789739799
9781789739770
1789739772
Schlagworte:
Interactive marketing.
Branding (Marketing)
Small business marketing.
Business & Economics > Marketing > General.
Sales & marketing.
Bezugswerke:
Links: