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Understanding Interactive Network Branding in SME Firms
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).
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald Publishing Limited,
2019.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 003 | OCoLC | ||
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| 020 | |z 9781789739787 |q (hbk.) | ||
| 029 | 1 | |a UKMGB |b 019553919 | |
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| 035 | |a (OCoLC)1126215101 | ||
| 037 | |a 9781789739794 |b Emerald Publishing | ||
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| 082 | 0 | 4 | |a 658.827 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Koporcic, Nikolina. | |
| 245 | 1 | 0 | |a Understanding Interactive Network Branding in SME Firms |
| 260 | |a Bingley : |b Emerald Publishing Limited, |c 2019. | ||
| 300 | |a 1 online resource (177 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Cover; Understanding Interactive Network Branding in SME Firms; Understanding Interactive Network Branding in SME Firms; Copyright; Table of Contents; List of Figures, Images and Tables; List of Abbreviations; Introduction; I.1 Origins of the Interactive Network Branding; I.2 Target Audience; I.3 Introduction to the Chapters; I: Business Networks; 1. Background of the Interaction and Network Approach; 1.1 Business Interaction -- The IMP Approach; 1.1.1 The Interaction Parties; 1.1.2 The Interaction Process between Firms; 1.1.3 The Relationship Atmosphere | |
| 505 | 8 | |a 1.1.4 The Environment Surrounding the Interaction1.2 The Role of Business Relationships; 1.3 The Network Approach; 1.4 Insights for Practitioners; 1.5 The Role of Branding in Business Networks -- A Short Prologue; 2. Strategizing in SME Networks; 2.1 Strategizing in Business Networks; 2.2 Strategy as Practice; 2.2.1 Key Concepts of Strategizing Processes; 2.2.2 Praxis; 2.2.3 Practice; 2.2.4 Practitioners; 2.3 Effectuation Approach in an SME Context; 2.4 Strategizing in SME Networks; 2.4.1 Actors and Strategizing; 2.4.2 Resources in Strategizing; 2.4.3 Activities and Strategizing | |
| 505 | 8 | |a 2.5 Insights for Practice3. Market Management in Business Relationships; 3.1 Business Market Characteristics; 3.2 The Market Management Approach to Business Relationships; 3.3 The Role of Value in Business Market Management; 3.4 The Markets as Networks Approach; 3.5 The Embedded Network Approach; 3.6 The Role of Corporate Branding in Business Markets; 3.7 Insights for Managers; II: Corporate Branding; 4. Development of Corporate Branding Research in Business Markets; 4.1 Corporate Branding in B2B Markets; 4.1.1 Product Branding versus Corporate Branding | |
| 505 | 8 | |a 4.1.2 Phases of Corporate Branding Development4.2 B2B Branding in SMEs; 4.2.1 From Historical Research to Current Studies on the B2B SME Branding; 4.3 Insights for Practitioners; 5. Corporate Identity of SMEs; 5.1 A Short Review of the Literature on Corporate Identity; 5.1.1 The Concept of Corporate Identity; 5.1.2 Benefits of Corporate Identity; 5.2 Corporate Identity from an SME Perspective; 5.2.1 The Importance of Firm Representatives for Building Strong Corporate Identity; 5.3 Insights for Managers; 6. Corporate Reputation of SMEs; 6.1 Antecedents of the Corporate Reputation Construct | |
| 505 | 8 | |a 6.1.1 The Reputation versus Image Debate6.2 Benefits of Corporate Reputation; 6.3 Corporate Reputation of SMEs and Related Challenges; 6.4 Insights for Managers; III: Interactive Network Branding; 7. The Main Constituents of Interactive Network Branding; 7.1 Interactive Network Branding Dimensions; 7.1.1 The Internal Interactive Network Branding Dimension; 7.1.2 The External Interactive Network Branding Dimension; 7.1.3 The Mutual Interactive Network Branding Dimension; 7.2 Actors, Resources, and Activities of Interactive Network Branding; 7.2.1 Actors of Interactive Network Branding | |
| 500 | |a 7.2.2 Resources of Interactive Network Branding | ||
| 520 | |a 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). | ||
| 590 | |a Emerald Insight |b Emerald All Book Titles | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Small business marketing. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a Business & Economics |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Small business marketing |2 fast | |
| 700 | 1 | |a Törnroos, Jan-Åke. | |
| 776 | 0 | 8 | |i Print version: |a Koporcic, Nikolina. |t Understanding Interactive Network Branding in SME Firms. |d Bingley : Emerald Publishing Limited, ©2019 |z 9781789739787 |
| 856 | 4 | 0 | |u https://emerald.uam.elogim.com/insight/publication/doi/10.1108/9781789739770 |z Texto completo |
| 938 | |a Askews and Holts Library Services |b ASKH |n AH36537567 | ||
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL5967836 | ||
| 938 | |a EBSCOhost |b EBSC |n 2204230 | ||
| 994 | |a 92 |b IZTAP | ||