Understanding interactive network branding in SME firms

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...

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Bibliographic Details
Main Authors: Koporcic, Nikolina, (Author), Törnroos, Jan-Åke, (Author)
Format: eBook
Language: English
Published: Bingley, U.K. : Emerald Publishing Limited, 2019.
Subjects:
Interactive marketing.
Branding (Marketing)
Small business marketing.
Business & Economics > Marketing > General.
Sales & marketing.
elektronické knihy
electronic books
ISBN: 9781789739794
9781789739770
Physical Description: 1 online resource (165 pages)

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Table of contents

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020 |a 9781789739794 
020 . . |a 9781789739770  |q electronic bk. 
040 |a UtOrBLW  |b eng  |e rda  |c UtOrBLW 
080 |a 658.8 
100 1 |a Koporcic, Nikolina,  |e author. 
245 1 0 |a Understanding interactive network branding in SME firms /  |c Nikolina Koporcic (University of Nottingham, UK), Jan-Åke Törnroos (Åbo Akademi University, Finland). 
264 1 |a Bingley, U.K. :  |b Emerald Publishing Limited,  |c 2019. 
264 4 |c ©2020 
300 |a 1 online resource (165 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
500 |a Includes index. 
504 |a Includes bibliographical references. 
505 0 |a 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 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 |a 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. 
588 0 |a Print version record. 
650 0 |a Interactive marketing. 
650 0 |a Branding (Marketing) 
650 0 |a Small business marketing. 
650 7 |a Business & Economics  |x Marketing  |x General.  |2 bisacsh 
650 7 |a Sales & marketing.  |2 bicssc 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Törnroos, Jan-Åke,  |e author. 
776 |z 9781789739787 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://doi.org/10.1108/9781789739770  |y Full text 

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