Developing insights on branding in the B2B context case studies from business practice

Developing insights on branding in the B2B context case studies from business practice

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This book presents real life business-to-business (B2B) branding cases. The book deploys a theoretical-practical approach, where theoretical and conceptual frameworks related to key branding topics are supported by empirical case studies. Each case helps to illustrate the framework and discuss its a...

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Bibliographische Detailangaben
Weitere Verfasser: Ivanova-Gongne, Maria 1985- (HerausgeberIn), Koporcic, Nikolina (HerausgeberIn), Nyström, Anna-Greta 1979- (HerausgeberIn), Törnroos, Jan-Åke (HerausgeberIn)
Format: Elektronisch E-Book
Sprache:English
Veröffentlicht: Bingley, U.K. Emerald Publishing Limited 2018
Schlagworte:
Business & Economics
Sales & marketing management
Brand name products
Branding (marketing)
Industrial marketing
Business-to-Business-Marketing
Markenpolitik
Online-Zugang:DE-634
DE-1043
DE-M347
DE-523
DE-91
DE-473
DE-19
DE-355
DE-703
DE-20
DE-706
DE-824
DE-29
DE-739
DE-1046
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Beschreibung
Zusammenfassung:This book presents real life business-to-business (B2B) branding cases. The book deploys a theoretical-practical approach, where theoretical and conceptual frameworks related to key branding topics are supported by empirical case studies. Each case helps to illustrate the framework and discuss its applicability in practice. Through the presented exploratory case studies, the authors provide fresh examples from business practice that are easy to comprehend by undergraduate students, and are easily applied by managers in the field. The book consists of three main parts, covering important aspects of B2B branding. It presents several aspects of external as well as internal branding, supplemented by novel approaches in B2B branding. In addition, the book offers examples of best practices, as well as notable mistakes made by companies involved in branding processes. Thus, it provides a holistic perspective, which will enable companies to learn not only about best practices, but also about pitfalls in the area of corporate branding. In addition to the novel practical cases, each chapter provides relevant theoretical underpinnings presented in a simple, down-to-earth manner. The book highlights recent research areas and coming trends within B2B branding. The book is suitable for everyone with an interest in B2B branding, regardless of background or previous knowledge of branding
Beschreibung:Includes index
Beschreibung:1 Online-Ressource (xx, 237 Seiten)
ISBN:9781787562752

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