000			03017nam a2200457Ii 4500
001			9781787562752
003			UtOrBLW
005			20210303084924.0
006			m o d
007			cr un|||||||||
008			180815s2018 enk ob 001 0 eng d
020			_a9781787562752 (e-book)
040			_aUtOrBLW _beng _erda _cUtOrBLW
050		4	_aHF5415.1255 _b.D48 2018
072		7	_aKJMV7 _2bicssc
072		7	_aBUS002000 _2bisacsh
080			_a658.8
082	0	4	_a659 _223
245	0	0	_aDeveloping insights on branding in the B2B context : _bcase studies from business practice / _cNikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos.
264		1	_bEmerald Publishing Limited,
300			_a1 online resource (xx, 237 pages)
500			_aIncludes index.
504			_aIncludes bibliographical references.
520			_aThis 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.
588	0		_aPrint version record
650		0	_aBranding (marketing)
650		0	_aIndustrial marketing.
650		0	_aBrand name products.
650		7	_aBusiness & Economics _xAdvertising & Promotion. _2bisacsh
650		7	_aSales & marketing management. _2bicssc
700	1		_aKoporcic, Nikolina, _eeditor.
700	1		_aIvanova-Gongne, Maria, _d1985- _eeditor.
700	1		_aNyström, Anna-Greta, _d1979- _eeditor.
700	1		_aTörnroos, Jan-Åke, _eeditor.
776			_z9781787562769
856	4	0	_uhttps://www.emerald.com/insight/publication/doi/10.1108/9781787562752
999			_c30086 _d30086