Developing insights on branding in the B2B context :: case studies from business practice /
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 mistake...
Gespeichert in:
| Weitere Verfasser: | , , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Bingley, UK :
Emerald Publishing Limited,
2018.
|
| Ausgabe: | First edition. |
| Schlagworte: | |
| Online-Zugang: | DE-862 DE-863 |
| Zusammenfassung: | 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. 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: | 1 online resource : illustrations (some color) |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9781787562752 1787562751 9781787562776 1787562778 |
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| 245 | 0 | 0 | |a Developing insights on branding in the B2B context : |b case studies from business practice / |c edited by Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos. |
| 250 | |a First edition. | ||
| 264 | 1 | |a Bingley, UK : |b Emerald Publishing Limited, |c 2018. | |
| 300 | |a 1 online resource : |b illustrations (some color) | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 520 | |a 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. | ||
| 520 | |a 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. | ||
| 588 | 0 | |a Online resource; title from PDF title page (EBSCO, viewed July 25, 2018). | |
| 505 | 0 | |a Pt. I. Internal branding -- pt. II. External branding -- pt. III. Contemporary perspectives on B2B branding. | |
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| 700 | 1 | |a Koporcic, Nikolina, |e editor. | |
| 700 | 1 | |a Ivanova-Gongne, Maria, |d 1985- |e editor. |1 https://id.oclc.org/worldcat/entity/E39PCjwQQDDXpH7wqRX4VcdD4m |0 http://id.loc.gov/authorities/names/nb2014013106 | |
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| 700 | 1 | |a Törnroos, Jan-Åke, |e editor. |0 http://id.loc.gov/authorities/names/n90613070 | |
| 758 | |i has work: |a Developing insights on branding in the B2B context (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFRtx9jfQr6mJXFcfy8XBP |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
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| author2 | Koporcic, Nikolina Ivanova-Gongne, Maria, 1985- Nyström, Anna-Greta, 1979- Törnroos, Jan-Åke |
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| contents | Pt. I. Internal branding -- pt. II. External branding -- pt. III. Contemporary perspectives on B2B branding. |
| ctrlnum | (OCoLC)1045629709 |
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| discipline | Wirtschaftswissenschaften |
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| id | ZDB-4-EBA-on1045629709 |
| illustrated | Illustrated |
| indexdate | 2025-03-18T14:25:14Z |
| institution | BVB |
| isbn | 9781787562752 1787562751 9781787562776 1787562778 |
| language | English |
| oclc_num | 1045629709 |
| open_access_boolean | |
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| psigel | ZDB-4-EBA FWS_PDA_EBA ZDB-4-EBA |
| publishDate | 2018 |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| publisher | Emerald Publishing Limited, |
| record_format | marc |
| spelling | 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. First edition. Bingley, UK : Emerald Publishing Limited, 2018. 1 online resource : illustrations (some color) text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and index. 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. 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. Online resource; title from PDF title page (EBSCO, viewed July 25, 2018). Pt. I. Internal branding -- pt. II. External branding -- pt. III. Contemporary perspectives on B2B branding. Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Business names. http://id.loc.gov/authorities/subjects/sh85018315 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Marketing industriel. Raison sociale. Produits de marque. Sales & marketing management. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Brand name products fast Business names fast Industrial marketing fast Koporcic, Nikolina, editor. Ivanova-Gongne, Maria, 1985- editor. https://id.oclc.org/worldcat/entity/E39PCjwQQDDXpH7wqRX4VcdD4m http://id.loc.gov/authorities/names/nb2014013106 Nyström, Anna-Greta, 1979- editor. https://id.oclc.org/worldcat/entity/E39PCjqY7DjxKrbfC4PvtYmDbd http://id.loc.gov/authorities/names/nb2008020483 Törnroos, Jan-Åke, editor. http://id.loc.gov/authorities/names/n90613070 has work: Developing insights on branding in the B2B context (Text) https://id.oclc.org/worldcat/entity/E39PCFRtx9jfQr6mJXFcfy8XBP https://id.oclc.org/worldcat/ontology/hasWork Print version: Developing insights on branding in the B2B context. First edition. Bingley, UK : Emerald Publishing, 2018 9781787562769 (DLC) 2017279814 (OCoLC)1052782767 |
| spellingShingle | Developing insights on branding in the B2B context : case studies from business practice / Pt. I. Internal branding -- pt. II. External branding -- pt. III. Contemporary perspectives on B2B branding. Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Business names. http://id.loc.gov/authorities/subjects/sh85018315 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Marketing industriel. Raison sociale. Produits de marque. Sales & marketing management. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Brand name products fast Business names fast Industrial marketing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85065897 http://id.loc.gov/authorities/subjects/sh85018315 http://id.loc.gov/authorities/subjects/sh85016403 |
| 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_full | 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. |
| title_fullStr | 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. |
| title_full_unstemmed | 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. |
| 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 | Industrial marketing. http://id.loc.gov/authorities/subjects/sh85065897 Business names. http://id.loc.gov/authorities/subjects/sh85018315 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Marketing industriel. Raison sociale. Produits de marque. Sales & marketing management. bicssc BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Brand name products fast Business names fast Industrial marketing fast |
| topic_facet | Industrial marketing. Business names. Brand name products. Marketing industriel. Raison sociale. Produits de marque. Sales & marketing management. BUSINESS & ECONOMICS Industrial Management. BUSINESS & ECONOMICS Management. BUSINESS & ECONOMICS Management Science. BUSINESS & ECONOMICS Organizational Behavior. Brand name products Business names Industrial marketing |
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