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Developing Insights on Branding in the B2B Context

By: Finland) Koporcic Turku Nikolina (School of Business and Economics (Author) , Finland) Ivanova-Gongne Turku Maria (School of Business and Economics (Author) , Finland) Nystroem Turku Anna-Greta (School of Business and Economics (Author)

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Ksh 17,500.00

Format: Hardback or Cased Book

ISBN-13: 9781787562769

Publisher: Emerald Publishing Limited

Publication Date: Aug 9th, 2018

Weight: 496 grams

Dimension: 16.10 x 23.90 x 2.20 cms

Category: Sales & marketing management

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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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