Bibliographic Details

Developing insights on branding in the B2B context : case studies from business practice / edited by Nikolina Koporcic [and 3 others].

Edition First edition.
Imprint Bingley : Emerald Publishing Limited, 2018.
Description xx, 237 pages ; 24 cm
Language English
Subject Industrial marketing.
Branding (Marketing)
Business names.
Brand name products.
Brand name products
Branding (Marketing)
Business names
Industrial marketing
Format Print, Book
URL for this record http://pi.lib.uchicago.edu/1001/cat/bib/11687452
Other authors / contributors Koporcic, Nikolina, editor.
ISBN 9781787562769
178756276X
Notes Includes bibliographical references and index.
Summary 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.

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Call Number: HF5415.1263 .D484 2018

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