Understanding interactive network branding in SME firms /

• 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.

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...