Industrial branding using digital media : case: The Switch

Industrial branding using digital media case: The Switch

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The shift from traditional marketing channels to the digital channels has been rapid which has generated new challenges and opportunities for business-to-business (B2B) communication and brand building processes. In general, studies of B2B branding are scarce, since branding has been approached a...

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Bibliographic Details
Main Author: Lipiäinen, Heini
Other Authors: Humanistinen tiedekunta, Kauppakorkeakoulu, Faculty of Humanities, School of Business and Economics, Viestintätieteiden laitos, Taloustieteet, Department of Communication, Business and Economics, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2012
Subjects:
Business-to-Business
Industrial
marketing communication
digital media
brand
branding
Yhteisöviestintä
Markkinointi
Organizational Communication
Marketing
3131
20423
yritysmarkkinointi
teollisuusyritykset
markkinointiviestintä
uusmedia
brändit
brändäys
digitalisoituminen
Online Access: https://jyx.jyu.fi/handle/123456789/38000
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