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...

Table of Contents:

• 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.