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Understanding interactive network branding in SME firms

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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 contemporary corporate branding research, a variety of topics are explored, including:



  • strategizing in SME networks, 

  • market management, 

  • corporate identity,  

  • corporate reputation, 

  • human-to-human (H2H) interactions. 


This broad range of perspectives, from business networks to corporate branding, highlights the latest trends in both business marketing and organizational research whilst emphasizing the influential role of human actors in SMEs. 


Looking at successful cases of INB and analysing cases where branding has gone wrong, Understanding Interactive Network Branding in SME Firms offers guidelines for researchers in marketing theory and practitioners working in SME firms to develop their branding models and processes in fast changing business environments.


內容簡介來源:

Introduction


Part I. Business networks


Chapter 1. Background of the Interaction and Network Approach


Chapter 2. Strategizing in SME networks


Chapter 3. Market Management in business relationships


Part II. Corporate branding


Chapter 4. Development of corporate branding research in business markets


Chapter 5. Corporate identity of SMEs


Chapter 6. Corporate reputation of SMEs


Part III. Interactive Network Branding


Chapter 7. The main constituents of Interactive Network Branding


Chapter 8. Human-to-human (H2H) interactions in business networks


Chapter 9. Interactive Network Branding model 


Part IV. Examining INB in business markets


Chapter 10. Understanding basic methodological issues of INB


Chapter 11. Qualitative case studies


Chapter 12. INB Process research


Part V. Case examples of INB


Chapter 13. Successful cases of Interactive Network Branding


Chapter 14. When branding goes wrong in B2B markets: Guidelines for SMEs


Conclusions

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