Developing insights on branding in the B2B context case studies from business practice / edited by Nikolina Koporcic, Abo Akademi University, Finland, Maria Ivanova-Gongne, Abo Akademi University Finland, Anna-Greta Nyström, Abo Akademi University Finland, Jan-Åke Törnroos, Abo Akademi University Finland.
| Format | Electronic |
| Edition | First edition. |
| Publication Info | Bingley, UK : Emerald Publishing, 2018. |
| Description | xx, 237 pages : illustrations ; 24 cm. |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Other author/creator | Koporcic, Nikolina. |
| Other author/creator | Ivanova-Gongne, Maria, 1985- |
| Other author/creator | Nyström, Anna-Greta, 1979- |
| Other author/creator | Törnroos, Jan-Åke. |
| Contents | pt. I. Internal branding -- pt. II. External branding -- pt. III. Contemporary perspectives on B2B branding. |
| Abstract | This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Issued in other form | ebook version : 9781787562776 |
| Genre/form | Electronic books. |
| LCCN | 2017279814 |
| ISBN | 9781787562769 (hardcover) |
| ISBN | 178756276X (hardcover) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |