TY  - CHAP
AB  - Abstract This chapter offers insights into one of the most influential aspects of external branding, namely, branding within business-to-business (B2B) sales. In particular, the authors of this chapter claim that B2B sales are indispensable for the growth and existence of a brand. The special attention of this chapter is focused on sales personnel, as representatives of firms and carriers of branding. In other words, the impact of sales personnel on branding in a B2B context is presented theoretically and examined empirically. The chapter thereafter offers an interesting case study of Logomo, a cultural venue in Finland, specializing in selling customized space to companies, as well as organizing different kinds of public events. Through a combination of theory and practice, the authors demonstrate the importance of branding within B2B sales and conclude by providing specific implications for practitioners.
SN  - 978-1-78756-276-9, 978-1-78756-275-2/
DO  - 10.1108/978-1-78756-275-220181007
UR  - https://doi.org/10.1108/978-1-78756-275-220181007
AU  - Mullo David
AU  - Mats Liljeström
AU  - Snäll Tomi
ED  - Nikolina Koporcic
ED  - Maria Ivanova-Gongne
ED  - Anna-Greta Nyström
ED  - Jan-Åke Törnroos
PY  - 2018
Y1  - 2018/01/01
TI  - Branding within B2B Sales
T2  - Developing Insights on Branding in the B2B Context
PB  - Emerald Publishing Limited
SP  - 133
EP  - 148
Y2  - 2024/04/19
ER  -