000			03523nam a2200445Ii 4500
001			9781789739794
003			UtOrBLW
005			20210303084807.0
006			m o d
007			cr un|||||||||
008			191219t20192020enk ob 001 0 eng d
020			_a9781789739794
040			_aUtOrBLW _beng _erda _cUtOrBLW
050		4	_aHF5415.1264 _b.K67 2019
072		7	_aBUS043000 _2bisacsh
072		7	_aKJS _2bicssc
080			_a658.8
082	0	4	_a658.84 _223
100	1		_aKoporcic, Nikolina, _eauthor.
245	1	0	_aUnderstanding interactive network branding in SME firms / _cNikolina Koporcic (University of Nottingham, UK), Jan-Åke Törnroos (Åbo Akademi University, Finland).
264		1	_bEmerald Publishing Limited,
300			_a1 online resource (165 pages)
500			_aIncludes index.
504			_aIncludes bibliographical references.
505	0		_aIntroduction -- 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.
520			_aIntroducing 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.
588	0		_aPrint version record.
650		0	_aInteractive marketing.
650		0	_aBranding (Marketing)
650		0	_aSmall business marketing.
650		7	_aBusiness & Economics _xMarketing _xGeneral. _2bisacsh
650		7	_aSales & marketing. _2bicssc
700	1		_aTörnroos, Jan-Åke, _eauthor.
776			_z9781789739787
856	4	0	_uhttps://doi.org/10.1108/9781789739770
999			_c29596 _d29596