Understanding interactive network branding in SME firms /

• Κύριοι συγγραφείς: Koporcic, Nikolina (Συγγραφέας), Törnroos, Jan-Åke (Συγγραφέας)
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Bingley, U.K. : Emerald Publishing Limited, 2019.
• Θέματα: 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 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. 

 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.