Developing insights on branding in the B2B context : case studies from business practice / Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos.
Material type:
TextPublisher: Emerald Publishing Limited, Description: 1 online resource (xx, 237 pages)ISBN: 9781787562752 (e-book)Subject(s): Branding (marketing) | Industrial marketing | Brand name products | Business & Economics -- Advertising & Promotion | Sales & marketing managementAdditional physical formats: No titleDDC classification: 659 LOC classification: HF5415.1255 | .D48 2018Online resources: Click here to access online Summary: 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 applicability in practice. Through the presented exploratory case studies, the authors provide fresh examples from business practice that are easy to comprehend by undergraduate students, and are easily applied by managers in the field. The book consists of three main parts, covering important aspects of B2B branding. It presents several aspects of external as well as internal branding, supplemented by novel approaches in B2B branding. In addition, the book offers examples of best practices, as well as notable mistakes made by companies involved in branding processes. Thus, it provides a holistic perspective, which will enable companies to learn not only about best practices, but also about pitfalls in the area of corporate branding. In addition to the novel practical cases, each chapter provides relevant theoretical underpinnings presented in a simple, down-to-earth manner. The book highlights recent research areas and coming trends within B2B branding. The book is suitable for everyone with an interest in B2B branding, regardless of background or previous knowledge of branding.
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Digital Library
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| HF5415 .T69 2012 Toward a better understanding of the role of value in markets and marketing | HF5415.12.T9 M37 2018 Marketing management in Turkey / | HF5415.122 .E29 2002 Econometric models in marketing | HF5415.1255 .D48 2018 Developing insights on branding in the B2B context : | HF5415.1255 .I58 2012 Interdisciplinary approaches to product design, innovation, & branding in international marketing | HF5415.1263 .F54 2014 Field guide to case study research in business-to-business marketing and purchasing | HF5415.1263 .N49 2019 New insights on trust in business-to-business relationships : |
Includes index.
Includes bibliographical references.
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 applicability in practice. Through the presented exploratory case studies, the authors provide fresh examples from business practice that are easy to comprehend by undergraduate students, and are easily applied by managers in the field. The book consists of three main parts, covering important aspects of B2B branding. It presents several aspects of external as well as internal branding, supplemented by novel approaches in B2B branding. In addition, the book offers examples of best practices, as well as notable mistakes made by companies involved in branding processes. Thus, it provides a holistic perspective, which will enable companies to learn not only about best practices, but also about pitfalls in the area of corporate branding. In addition to the novel practical cases, each chapter provides relevant theoretical underpinnings presented in a simple, down-to-earth manner. The book highlights recent research areas and coming trends within B2B branding. The book is suitable for everyone with an interest in B2B branding, regardless of background or previous knowledge of branding.
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