Developing Insights on Branding in the B2B Context : Case Studies from Business Practice /
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| Other Authors: | , , , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Bingley :
Emerald Publishing Limited,
2018.
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| Subjects: | |
| Online Access: | Connect to this title online (unlimited simultaneous users allowed; 325 uses per year) |
Table of Contents:
- Machine generated contents note: ch. 1 Value of B2B Branding / Fuad Hasan Khan
- pt. 1 INTERNAL BRANDING
- ch. 2 Developing Corporate Brand Identity / Jesper Sundell
- ch. 3 Brand Knowledge Sharing / Jutta Viskari
- ch. 4 Use of Corporate Social Responsibility in Employer Branding / Lena Lindholm
- pt. 2 EXTERNAL BRANDING
- ch. 5 Brand Image as a Facilitator of Relationship Initiation / Thao Phuong (Le) Orrensalo
- ch. 6 Maintaining B2B Relationships through Branding / Emma Saarela
- ch. 7 Branding within B2B Sales / Tomi Snail
- pt. 3 CONTEMPORARY PERSPECTIVES ON B2B BRANDING
- ch. 8 Understanding Emotions in B2B Branding / Mirjam Sundkvist
- ch. 9 Online Branding and the B2B Context / Kaisa Joukanen
- ch. 10 Creating and Maintaining a Sustainable Brand / Tove Lindholm
- ch. 11 Dangerous Mistakes and Severe Blunders within B2B Branding / Johan Wilenius
- Summary: Branding in the B2B Context and Future Challenges / Maria Ivanova-Gongne.