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Understanding Interactive Network Branding in SME Firms.
・ISBN 978-1-78973-978-7 hard US$ 104.99
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★★★
| 著者・編者 | Koporcic, Nikolina / Törnroos, J.-Å., |
|---|---|
| 出版社 | (Emerald, UK) |
| 出版年月 | 2019 |
| ページ数 | 217 pp. |
| 言語 | ENG |
| ニュース番号 | ＜654-L1316 654-L1415＞ |
解説
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:
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.
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.
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.