Developing Insights on Branding in the B2B Context: Case Studies from Business Practice

ISBN-13: 9781787562769 / Angielski / Twarda / 2018 / 264 str.

Turku Nikolina Koporcic (School of Business and Economics; Turk Maria Ivanova-Gongne (School of Business and Economics; Turku Anna-Greta Nyström (School of Business and Economics

Opis

This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use.