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Developing insights on branding in the B2B context : case studies from business practice / edited by Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos

Published
Bingley, UK : Emerald Publishing, 2018.
Edition
First edition.
Physical Description
xx, 237 pages : illustrations ; 24 cm
Additional Creators
Koporcic, Nikolina, Ivanova-Gongne, Maria, 1985-, Nyström, Anna-Greta, 1979-, and Törnroos, Jan-Åke

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Contents
pt. I. Internal branding -- pt. II. External branding -- pt. III. Contemporary perspectives on B2B branding.
Summary
This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use.
Subject(s)
ISBN
9781787562769 (hardcover)
178756276X (hardcover)
Bibliography Note
Includes bibliographical references and index.
View MARC record | catkey: 26775200