This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on th

This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on th

Introducing the innovative concept of Interactive Network Branding (INB), this book offers academics and professionals a theoretical framework, alongside practi

The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of busin