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.

Aceasta carte prezinta o explorare aprofundata a practicilor contemporane de branding business-to-business. Reunind punctele de vedere teoretice si practice asupra subiectului, editorii organizeaza o serie de studii de caz de afaceri, oferind indrumari cu privire la strategie in contexte B2B, utilizarea marcii, cum pot fi evitate greselile si ce canale sa foloseasca.