Understanding Interactive Network Branding in SME Firms
Synopsis
Table of contents
(19 chapters)Prelims
Pages 1-10
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Introduction
Pages 1-7
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Part I: Business Networks
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Strategizing in SME Networks
Pages 21-29
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Market Management in Business Relationships
Pages 31-39
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Part II: Corporate Branding
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Corporate Identity of SMEs
Pages 51-56
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Corporate Reputation of SMEs
Pages 57-65
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Part III: Interactive Network Branding
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An Interactive Network Branding Model
Pages 89-94
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Part IV: Examining Interactive Network Branding in Business Markets
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Qualitative Case Studies
Pages 103-110
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Interactive Network Branding Process Research
Pages 111-121
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Part V:Case Examples of Interactive Network Branding
Successful Cases of Interactive Network Branding
Pages 125-135
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Conclusions
Pages 145-151
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References
Pages 153-161
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Index
Pages 163-165
Content available
Free Access
- DOI
- 10.1108/9781789739770
- Publication date
- 2019-11-12
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- ISBN
- 978-1-78973-977-0
- eISBN
- 978-1-78973-977-0