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Understanding Interactive Network Branding in SME Firms - Törnroos, Jan-Åke
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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).

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Produktbeschreibung
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).
Autorenporträt
Nikolina Koporcic is Assistant Professor of Marketing at Nottingham University Business School, University of Nottingham, UK. Her research on corporate branding, business-to-business relationships and networks has been published in Industrial Marketing Management, Journal of Business and Industrial Marketing, the IMP Journal, and Econviews.Jan-Åke Törnroos is Professor Emeritus of International Marketing at the School of Business and Economics, Åbo Akademi University, Finland. His research on business marketing in networks, international marketing, and inter-cultural management has been published in Industrial Marketing Management, Journal of Business Research, European Journal of Marketing, and Journal of Business and Industrial Marketing.