Understanding interactive network branding in SME firms

• Main Authors: Koporcic, Nikolina (Author), Törnroos, Jan-Åke (Author)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2019.
• Subjects: Interactive marketing.; Branding (Marketing); Small business marketing.; elektronické knihy; electronic books
• ISBN: 9781789739794; 9781789739770
• DOI: 10.1108/9781789739770
• Physical Description: 1 online resource (165 pages)

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...