Developing Insights on Branding in the B2B Context
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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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Produktbeschreibung
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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Autorenporträt
Dr. Nikolina Koporcic is a Postdoctoral researcher in International Marketing affiliated with the School of Business and Economics (Åbo Akademi University), and Turku School of Economics (University of Turku). Her research interests include areas of corporate branding, business-to-business relationships and networks. In particular, she is studying the importance of Interactive Network Branding for small and medium-sized enterprises (SMEs) in business markets. Nikolina has published her research in Industrial Marketing Management and Econviews. Dr. Maria Ivanova-Gongne is a Postdoctoral researcher and Lecturer in international marketing at Åbo Akademi University, Finland. Her research interests include business-to-business marketing management, particularly the aspects of business interaction, managerial sense-making and culture in international business-to-business relationships and networks. Her work has appeared in international top journals such as Industrial Marketing Management, Scandinavian Journal of Management, Journal of Business and Industrial Marketing, and European Management Journal. Anna-Greta Nyström, D. Sc. (Econ.) is a senior lecturer at Åbo Akademi University School of Business and Economics. Anna-Greta holds a doctoral degree in International Marketing from the Åbo Akademi University School of Business and Economics. Her doctoral research focused on industry change in the Finnish telecommunications sector, with a special focus on technological convergence and business network dynamics. Anna-Greta has published her research in Industrial Marketing Management, Journal of Business Research, Journal of Engineering and Technology Management, AMS Review, and Journal of Business and Industrial Marketing, among others. Anna-Greta's current research interests include business networks and change, business opportunities in high-tech industries, media convergence, and changing media consumption patterns. Jan-Åke Törnroos is professor emeritus of international marketing at the School of Business and Economics at Åbo Akademi University in Finland. He has published his research in the areas of Business Marketing in Networks, International Marketing, and Inter-Cultural Management. He has also done research in qualitative inquiry and process research in business market management. His research is published in e.g. Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Business & Industrial Marketing.