Understanding Interactive Network Branding in SME Firms
Language: English
Published by Emerald Publishing Limited, GB, 2019
- Hardcover
- New
Seller: Rarewaves USA United, HEBRON, KY, U.S.A.Rarewaves USA United
AbeBooks seller since June 20, 2025
Condition: New
£ 95.12
Quantity: Over 20 available
Add to basketItem description from seller
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.…
Seller Inventory # LU-9781789739787
- Title
- Understanding Interactive Network Branding in SME Firms
- Author
- Jan-Åke Törnroos
- Publisher
- Emerald Publishing Limited, GB
- Publication year
- 2019
- Condition
- New
- Binding
- Hardback
- Language
- English
- ISBN 10
- 1789739780
- ISBN 13
- 9781789739787
- Item weight
- 366 grams
- strategizing in SME networks,
- market management,
- corporate identity,
- corporate reputation,
- human-to-human (H2H) interactions.
"Synopsis" may belong to another edition of this title.
About the Author
Nikolina Koporcic is Assistant Professor of Marketing at Nottingham University Business School, University of Nottingham, UK. Her research on corporate branding, business-to-business relationships and networks has been published in Industrial Marketing Management, Journal of Business and Industrial Marketing, the IMP Journal, and Econviews.
"About the title" may belong to another edition of this title.
Rarewaves USA United
HEBRON, KY, U.S.A.
AbeBooks seller since June 20, 2025
Shipping rates within U.S.A.
| Item | 30 to 30 business days | 14 to 14 business days |
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