منابع مشابه
The Use of Social Media in B2b Marketing and Branding: an Exploratory Study
While the tools of social media are ubiquitous in contemporary consumer marketing, there is little evidence about the extent to which they have been adopted by business-to-business marketers. Although experts argue that B2B firms can and should use platforms such as FaceBook and YouTube, almost all of the popular examples used in mainstream seminars, conferences and the practitioner press are o...
متن کاملDefending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing
As THE 2006 WINTER OLYMPICS fast approach, and as athletes work to attain their scientifically scheduled peak physical form, corporate sponsors are gearing up for a different battle. Having invested in the Games and tied their brand strategy to the Olympic theme, they must now guard jealously this positioning in the face of "ambushers"— direct competitors striving to catch an illicit ride on th...
متن کاملCorporate identity, corporate branding and corporate marketing
Abstract Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as `̀ national’’, schools of thought. In their composite, these approaches have the potential to fo...
متن کاملAn analysis of B2B ingredient co-branding relationships
The proliferation of co-branding in consumer markets has been given considerable attention in the literature, yet attention to the practice in business-to-business markets has been limited, despite the growing attention to the role of relationships in the B2B arena. In an examination of cobranding in the industrial sector, this paper discusses the use of ingredient co-branding and uses an econo...
متن کاملMarketing in SMEs: a “4Ps” self-branding model
Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in smalland medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach – A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-man...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: International Journal of Industrial Marketing
سال: 2018
ISSN: 2162-3066
DOI: 10.5296/ijim.v3i1.13321