Research on marketing in Central and Eastern Europe (CEE) has been of rising interest since the transition started in 1989. In this paper two major areas relevant for marketing in CEE are being discussed: the competitive situation in the transition countries and the basic competitive 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...

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...