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Developing Insights on Branding in the B2B Context
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.
East-West Business Relations
As the political and ideological atmospheres in Central and Eastern Europe have recently changed and entered a transition period, a need has arisen for new models for the formation, development, and establishment of East-West business relationships. East-West Business Relationships is a dynamic work offering a two-dimensional sample--of both the companies and their countries--of East-West Business relations. The book covers topics including joint ventures, relationship marketing, networks, and export behavior. It offers new insights into East-West business relations by: basing its contents upon research conducted by teams from the Unites States, Japan, Sweden, and Finland which allows compar...
Perspectives on International Marketing - Re-issued (RLE International Business)
Marketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of researchers to analyse recent changes in world markets and marketing practices. It analyses, codifies and challenges existing literature on the subject; it offers industry specific studies of international marketing practices and their relative successes; and it presents valuable research findings on the increasingly important markets of China and Japan. The book is a three-fold contribution to the study and practice of International Marketing. Blending empirical studies with critical theory, the collection sheds much desired light on this important and often-neglected area.
Systems Thinking for Geoengineering Policy
Even by the scientists most closely associated with it, geoengineering – the deliberate intervention in the climate at global scale to mitigate the effects of climate change – is perceived to be risky. For all its potential benefits, there are robust differences of opinion over the wisdom of such an intervention. Systems Thinking for Geoengineering Policy is the first book to theorise geoengineering in terms of complex adaptive systems theory and to argue for the theoretical imperative of adaptive management as the default methodology for an effective low risk means of confronting the inescapable uncertainty and surprise that characterise potential climate futures. The book illustrates h...
Understanding Interactive Network Branding in SME Firms
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).
Individuals in B2B Marketing
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked. This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the ...
Relationship Marketing in Professional Services
Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client.
Handbook of Sustainability-Driven Business Strategies in Practice
Sustainability is a top priority for organizations and a key strategy in corporate agendas, but the effective deployment of any strategy demands that the strategy is consistent, functional, and aligned. This Handbook advocates sustainability strategies that encompass environmental, social, and economic dimensions at department-level.
Making Time
Time is an essential feature of social and organizational life and part of the deep structure of business activity. Plans, performance, productivity, and pay are all linked to and often measured by time. Yet time is often taken for granted in daily life and the business world. The aim of this book is to bring time into sharper focus and in particular to look at the way time is constructed, made, managed, and used in organizations. The book both provides an overview of some of the key concepts in time — time's arrow, time's cycle, clock time, etc. — and it explores how particular features of the modern world — global time, futures, etc. — extend and change the temporal dimension of or...
