Understanding interactive network branding in SME firms

Author

• Koporcic, Nikolina

Additional Author(s)

• Törnroos, Jan-Åke

Publisher

Bingley, UK: Emerald Group Publishing Limited, 2019

Language

English

ISBN

9781789739794

Series

Subject(s)

• BRANDING (MARKETING)
• INTERACTIVE MARKETING
• SMALL BUSINESS MARKETING

Notes

• Emerald Business Management and Economics Ebooks 2019
• Includes bibliographical references and index

. .

Abstract

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.

Physical Dimension

Number of Page(s)

online resource (165 p.)

Dimension

-

Other Desc.

-

Summary / Review / Table of Content

Prelims
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 inBusiness Networks
Chapter 9 An Interactive Network Branding Model
Part IV: Examining Interactive Network Branding in Business Markets
Chapter 10 Understanding Basic Methodological Issues of Interactive Network Branding
Chapter 11 Qualitative Case Studies
Chapter 12 Interactive Network Branding Process Research
Part V:Case Examples of Interactive Network Branding
Chapter 13 Successful Cases of Interactive Network Branding
Chapter 14 When Branding Goes Wrong in B2B Markets: Guidelines for SMEs
Conclusions
References
Index

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00363/20	658.84 Kop U	Online !	Available