Jan-Åke Törnroos

Gebundenes Buch

Understanding Interactive Network Branding in SME Firms

Beschreibung

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).

Autor

Nikolina Koporcic is Assistant Professor of Marketing at Nottingham University Business School, University of Nottingham, UK. Her research on corporate branding, business-to-business relationships and networks has been published in Industrial Marketing Management, Journal of Business and Industrial Marketing, the IMP Journal, and Econviews.Jan-Åke Törnroos is Professor Emeritus of International Marketing at the School of Business and Economics, Åbo Akademi University, Finland. His research on business marketing in networks, international marketing, and inter-cultural management has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Business and Industrial Marketing.

Produktdetails

• Verlag: Emerald Publishing Limited
• Seitenzahl: 176
• Erscheinungstermin: 12. November 2019
• Englisch
• Abmessung: 235mm x 157mm x 14mm
• Gewicht: 415g
• ISBN-13: 9781789739787
• ISBN-10: 1789739780
• Artikelnr.: 57364297