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Books > Business & Economics > Business & management > Ownership & organization of enterprises > Small businesses & self-employed
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Understanding Interactive Network Branding in SME Firms (Hardcover)
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Understanding Interactive Network Branding in SME Firms (Hardcover)
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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). Combining a
business network approach with contemporary corporate branding
research, a variety of topics are explored, including: strategizing
in SME networks, market management, corporate identity, corporate
reputation, human-to-human (H2H) interactions. This broad range of
perspectives, from business networks to corporate branding,
highlights the latest trends in both business marketing and
organizational research whilst emphasizing the influential role of
human actors in SMEs. Looking at successful cases of INB and
analysing cases where branding has gone wrong, Understanding
Interactive Network Branding in SME Firms offers guidelines for
researchers in marketing theory and practitioners working in SME
firms to develop their branding models and processes in fast
changing business environments.
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