Developing insights on branding in the B2B context: case studies from business practice
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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| Other Authors: | , , , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Bingley, U.K.
Emerald Publishing Limited
2018
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| Subjects: | |
| Online Access: | 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 Volltext |
| Summary: | 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 |
| Item Description: | Includes index |
| Physical Description: | 1 Online-Ressource (xx, 237 Seiten) |
| ISBN: | 9781787562752 |
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| spelling | Developing insights on branding in the B2B context case studies from business practice Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos Bingley, U.K. Emerald Publishing Limited 2018 ©2018 1 Online-Ressource (xx, 237 Seiten) txt rdacontent c rdamedia cr rdacarrier Includes index 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 Business & Economics Advertising & Promotion Sales & marketing management Brand name products Branding (marketing) Industrial marketing Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 s Markenpolitik (DE-588)4144679-3 s DE-604 Ivanova-Gongne, Maria 1985- edt Koporcic, Nikolina edt Nyström, Anna-Greta 1979- edt Törnroos, Jan-Åke edt Erscheint auch als Druckausgabe 9781787562769 https://www.emerald.com/insight/publication/doi/10.1108/9781787562752 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Developing insights on branding in the B2B context case studies from business practice Business & Economics Advertising & Promotion Sales & marketing management Brand name products Branding (marketing) Industrial marketing Business-to-Business-Marketing (DE-588)4631075-7 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)4144679-3 |
| title | Developing insights on branding in the B2B context case studies from business practice |
| title_auth | Developing insights on branding in the B2B context case studies from business practice |
| title_exact_search | Developing insights on branding in the B2B context case studies from business practice |
| title_exact_search_txtP | Developing insights on branding in the B2B context case studies from business practice |
| title_full | Developing insights on branding in the B2B context case studies from business practice Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos |
| title_fullStr | Developing insights on branding in the B2B context case studies from business practice Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos |
| title_full_unstemmed | Developing insights on branding in the B2B context case studies from business practice Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos |
| title_short | Developing insights on branding in the B2B context |
| title_sort | developing insights on branding in the b2b context case studies from business practice |
| title_sub | case studies from business practice |
| topic | Business & Economics Advertising & Promotion Sales & marketing management Brand name products Branding (marketing) Industrial marketing Business-to-Business-Marketing (DE-588)4631075-7 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Business & Economics Sales & marketing management Brand name products Branding (marketing) Industrial marketing Business-to-Business-Marketing Markenpolitik |
| url | https://www.emerald.com/insight/publication/doi/10.1108/9781787562752 |
| work_keys_str_mv | AT ivanovagongnemaria developinginsightsonbrandingintheb2bcontextcasestudiesfrombusinesspractice AT koporcicnikolina developinginsightsonbrandingintheb2bcontextcasestudiesfrombusinesspractice AT nystromannagreta developinginsightsonbrandingintheb2bcontextcasestudiesfrombusinesspractice AT tornroosjanake developinginsightsonbrandingintheb2bcontextcasestudiesfrombusinesspractice |