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

• Other Authors: Koporcic, Nikolina (Editor), Ivanova-Gongne, Maria, 1985- (Editor), Nyström, Anna-Greta, 1979- (Editor), Törnroos, Jan-Åke (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2018.
• Subjects: obchodní značky; průmyslový marketing; brand name products; industrial marketing; branding (marketing); elektronické knihy; kolektivní monografie; electronic books; collective monographs

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...