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Author: Nikolina Koporcic
Publisher: Emerald Group Publishing
Published: 2019-11-12
Total Pages: 176
ISBN-13: 1789739772
DOWNLOAD EBOOK →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).
Author: Markovic, Stefan
Publisher: Edward Elgar Publishing
Published: 2021-12-07
Total Pages: 592
ISBN-13: 1789908353
DOWNLOAD EBOOK →Sustainability is a top priority for organizations and a key strategy in corporate agendas, but the effective deployment of any strategy demands that the strategy is consistent, functional, and aligned. This Handbook advocates sustainability strategies that encompass environmental, social, and economic dimensions at department-level.
Author: Maria Ivanova-Gongne
Publisher: Taylor & Francis
Published: 2024-06-21
Total Pages: 219
ISBN-13: 1040051197
DOWNLOAD EBOOK →The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked. This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the B2B marketing environment. This book will provide practical implications on the topics in focus, which will bring the role and importance of individuals to the fore in the understanding of how B2B marketing works. It introduces readers to the role of embedded individual managers in developing and changing business systems and networks and consists of three core sections: cognition (individual sensemaking within a business environment), action (decision-making in business networks), and finally, contextualization (interrelation between micro- and macro-levels). Each section is supported with case studies to exemplify the research ideas presented. Individuals in B2B Marketing offers a comprehensive investigation into this much overlooked topic and will be a valuable resource for marketing, entrepreneurship, and international business scholars and graduate students in particular.
Author: Stefan Markovic
Publisher: Taylor & Francis
Published: 2023-08-25
Total Pages: 295
ISBN-13: 1000935825
DOWNLOAD EBOOK →Following recent growth of ethical consumerism, customers and other stakeholders increasingly pressure organizations to be socially responsible and minimize their negative impact on the environment. Accordingly, a plethora of firms have integrated corporate social responsibility (CSR) at the center of their business strategies and actions. Whilst this has resulted in many firms meeting their broader responsibilities toward society and the environment, some firms have used CSR in a manipulative and insincere way. As stakeholders become aware of such misuse of CSR, largely thanks to the rapid evolution of information technologies, they start to penalize firms by spreading negative word of mouth about them, and specifically about their CSR knowledge, values, and actions. Now, more than ever before, stakeholders are increasingly critical and cautious in their assessments of firms’ CSR knowledge, values, and actions. On this background, this edited volume sheds light on different internal and external perspectives spanning CSR knowledge, values, and actions. It shares theoretical, practical, and case-based insights on the broader topic and can be of interest to researchers, academics, practitioners, and advanced students in the fields of CSR and business ethics, knowledge management, strategy, and marketing.
Author: Nikolina Koporcic
Publisher: Emerald Group Publishing
Published: 2018-08-09
Total Pages: 264
ISBN-13: 1787562751
DOWNLOAD EBOOK →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.
Author: Robert Davis
Publisher: Business Expert Press
Published: 2014-12-17
Total Pages: 170
ISBN-13: 1631570994
DOWNLOAD EBOOK →Social media branding provides the thinking, evidence, and practice to create a road map for practitioners in small businesses to develop and implement their brand in online and of ine communities. It provides a starting point, as one of the biggest issues for small businesses is where to start. Social Media Branding For Small Businesses provides a framework to guide your strategy and implementation. The approach is called the 5-Sources Model. The resources are the have fundamental branding principles that focus on simply outsourcing your brand. Putting the customer back in control while focusing on the community and this group of dedicated customers and other stakeholders. The 5-Sources Model simply says that the social media brand for small businesses needs to play an important role in your customers’ functional and emotional existence. It is both the serious and the fun experience of your brand.
Author: James C. Anderson
Publisher: Prentice Hall
Published: 2009
Total Pages: 0
ISBN-13: 9780136000884
DOWNLOAD EBOOK →Written for undergraduate and MBA courses in business-to-business marketing or industrial marketing, this text explores the process of understanding, creating and delivering value to targeted business markets and customers. It provides an analytical framework for determining value.
Author: Hakan Hakansson
Publisher: Wiley
Published: 2010-02-01
Total Pages: 0
ISBN-13: 9780470749630
DOWNLOAD EBOOK →This book is a major outcome from a programme of business research that has stretched over the past thirty years. The aim of the book is to set out as simply as possible the ideas that have developed from this research and what they mean for the study and practice of business. The book seeks to explain what happens in the complex networks of companies in which business takes place. The book provides an overview of the process of business interaction and an explanation of how companies work with each other interactively in business networks. The book draws conclusions about the way that business evolves and develops and about how companies can operate effectively in an interactive world. The book is illustrated throughout by case examples drawn from our research.
Author: T. Moilanen
Publisher: Springer
Published: 2008-12-14
Total Pages: 202
ISBN-13: 0230584594
DOWNLOAD EBOOK →Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.
Author: Management Association, Information Resources
Publisher: IGI Global
Published: 2018-01-05
Total Pages: 1723
ISBN-13: 1522551883
DOWNLOAD EBOOK →Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
