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ICU |
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|a (OCoLC)1052782767
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|a MUX
|b eng
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|d OCLCQ
|d OCLCO
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|a 9781787562769
|q hardcover
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|a 178756276X
|q hardcover
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4 |
|a HF5415.1263
|b .D484 2018
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| 082 |
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|a 658.8/04
|2 23
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| 245 |
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|a Developing insights on branding in the B2B context :
|b case studies from business practice /
|c edited by Nikolina Koporcic [and 3 others].
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| 250 |
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|a First edition.
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| 264 |
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1 |
|a Bingley :
|b Emerald Publishing Limited,
|c 2018.
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| 300 |
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|a xx, 237 pages ;
|c 24 cm
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| 336 |
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|a text
|b txt
|2 rdacontent
|0 http://id.loc.gov/vocabulary/contentTypes/txt
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| 337 |
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|a unmediated
|b n
|2 rdamedia
|0 http://id.loc.gov/vocabulary/mediaTypes/n
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| 338 |
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|a volume
|b nc
|2 rdacarrier
|0 http://id.loc.gov/vocabulary/carriers/nc
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
0 |
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|a Cover; Title; Copyright; Contents; About the Editors; List of Contributors; List of Abbreviations; List of Figures; List of Tables; List of Appendices; Preface; Introduction: An Overview of the Current State of B2B Branding Research; Abstract; I.1. An Overview of the B2B Branding Research; I.1.1. Internal Branding; I.1.2. External Branding; I.1.3. Contemporary Issues Related to B2B Branding; I.2. An Introduction to the Chapters; References; Chapter 1 Value of B2B Branding; Abstract; 1.1. Introduction; 1.2. General Aspects on How to Build a Brand; 1.3. The Empirical Example of Branding Value.
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| 505 |
8 |
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|a 1.3.1. Axel Technologies on the Value of B2B Branding1.4. Discussion of the Findings and Conclusions; 1.4.1. Managerial Implications; References; Appendix: Interview Questions -- Axel Technologies; Part 1: Internal Branding; Chapter 2 Developing Corporate Brand Identity; Abstract; 2.1. Introduction; 2.2. Defining Corporate Brand Identity; 2.3. Aaker's Model for Developing Brand Identity; 2.3.1. The Brand Identity Structure; 2.4. Components of Brand Identity Proposed by Harris and de Chernatony; 2.5. The Role of Internal Communication in Corporate Branding.
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| 505 |
8 |
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|a 2.6. The Corporate Branding Case of Uniko2.6.1. Approach and Methods Used; 2.6.2. Presentation of the Uniko Case; 2.6.3. Case Analysis; 2.6.4. Managerial Implications; References; Appendix 1: Interview Questions -- Mr. Kennet Niinimäki (Uniko); Appendix 2: Interview Questions -- CEO Pauli Ratu (Uniko); Chapter 3 Brand Knowledge Sharing; Abstract; 3.1. Introduction; 3.2. Knowledge Management in Internal Branding; 3.2.1. Knowledge Management Perspectives; 3.2.2. SECI Model; 3.2.3. The Wiig's KM Cycle; 3.2.4. Employee Buy-in Matrix; 3.3. Learning Organization Concept.
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|a 3.3.1. Peter Senge's Five Disciplines3.3.2. Restrictions of the Learning Organization Concept; 3.4. Case Study: Teleste; 3.4.1. Short Background of the Company; 3.4.2. Rebranding Decision and Initial Internal Developments; 3.4.3. Rebranding Process and Brand Knowledge Sharing in Practice; 3.5. Looking at the Case through the Prism of Theory; 3.5.1. Teleste as a "Learning Organization"; 3.5.2. Usage of Brand Knowledge Management Tools at Teleste; 3.5.3. Brand Champions at Teleste; 3.6. Conclusions; Acknowledgments; References; Appendix 1: Employee Buy-in Matrix (Questions).
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| 505 |
8 |
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|a Appendix 2: Interview Questions for TelesteChapter 4 The Use of Corporate Social Responsibility in Employer Branding; Abstract; 4.1. Introduction; 4.2. Background and Definitions; 4.3. Employer Branding -- Why and How?; 4.3.1. The Purpose of Employer Branding; 4.3.2. The Employer-branding Process; 4.4. The Connections between Employer Branding and CSR; 4.4.1. Strategic Links between Employer Branding and CSR; 4.4.2. Operational Links between Employer Branding and CSR; 4.4.3. Workplace CSR and Community CSR; 4.5. The Use of CSR in Employer Branding in Practice; 4.5.1. Company A.
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| 520 |
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|a 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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| 650 |
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0 |
|a Industrial marketing.
|0 http://id.loc.gov/authorities/subjects/sh85065897
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| 650 |
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0 |
|a Branding (Marketing)
|0 http://id.loc.gov/authorities/subjects/sh2007006470
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| 650 |
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0 |
|a Business names.
|0 http://id.loc.gov/authorities/subjects/sh85018315
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| 650 |
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0 |
|a Brand name products.
|0 http://id.loc.gov/authorities/subjects/sh85016403
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| 650 |
|
7 |
|a Brand name products
|2 fast
|0 http://id.worldcat.org/fast/fst00837883
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| 650 |
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7 |
|a Branding (Marketing)
|2 fast
|0 http://id.worldcat.org/fast/fst01743755
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| 650 |
|
7 |
|a Business names
|2 fast
|0 http://id.worldcat.org/fast/fst00842797
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| 650 |
|
7 |
|a Industrial marketing
|2 fast
|0 http://id.worldcat.org/fast/fst00971345
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| 700 |
1 |
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|a Koporcic, Nikolina,
|e editor.
|1 http://viaf.org/viaf/315715587/
|0 http://id.loc.gov/authorities/names/no2020107193
|1 http://viaf.org/viaf/24155646257618212897
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| 928 |
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|
|t Library of Congress classification
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|l JRL
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| 927 |
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|
|t Library of Congress classification
|a HF5415.1263 .D484 2018
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|e CONE
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