Developing Insights on Branding in the B2B Context : Case Studies from Business Practice

edited by: Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos

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

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Year of publication:	2018 ; First edition
Other Persons:	Koporcic, Nikolina (ed.) ; Ivanova-Gongne, Maria (ed.) ; Nyström, Anna-Greta (ed.) ; Törnroos, Jan-Åke (ed.)
Publisher:	Bingley : Emerald Publishing Limited
Subject:	B-to-B-Marketing \| Business-to-business marketing \| Markenimage \| Brand image \| Kundenintegration \| Customer integration \| Emotion \| Business-to-Business-Marketing \| Markenpolitik
Description of contents:	Table of Contents [gbv.de]

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Extent:	1 Online-Ressource (XX, 237 Seiten)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based on publisher supplied metadata and other sources
ISBN:	978-1-78756-277-6 ; 1-78756-275-1 ; 978-1-78756-275-2 ; 978-1-78756-276-9 ; 1-78756-276-X
Other identifiers:	10.1108/9781787562752 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012049462