Beyond multi-channel marketing : critical issues in dual marketing

'an insightful, conceptual take on the important topic of Dual Marketing. I strongly recommend Beyond Multi-Channel Marketing to all who want to know more about dual, multi- and omni- channel marketing in the digital age.' Charles Dennis, Professor of Consumer Behaviour, Departmental Resea...

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Bibliographic Details
Other Authors: Palazzo, Maria, (Editor), Foroudi, Pantea, (Editor), Siano, Alfonso, (Editor)
Format: eBook
Language: English
Published: Bingley, U.K. : Emerald Publishing Limited, 2020.
Subjects:
internetový marketing
marketingový výzkum
marketingový management
Internet marketing
marketing research
marketing management
elektronické knihy
sborníky
electronic books
papers of several authors
ISBN: 9781838676858
9781838676872
Physical Description: 1 online zdroj (xvii, 245 stran)

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Table of contents

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020 |a 9781838676858  |q (electronic bk.) 
020 |a 9781838676872 
040 |a UtOrBLW  |b eng  |e rda  |c UtOrBLW 
072 7 |a 658  |x Řízení a správa podniku  |2 Konspekt  |9 4 
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080 |a 658.8:005  |2 MRF 
080 |a (082)   |2 MRF 
080 |a (0.034.2:08)   |2 MRF 
245 0 0 |a Beyond multi-channel marketing :  |b critical issues in dual marketing /  |c edited by Maria Palazzo (Universita degli Studi di Salerno, Italy), Pantea Foroudi (Middlesex University London, UK), and Alfonso Siano. 
264 1 |a Bingley, U.K. :  |b Emerald Publishing Limited,  |c 2020. 
264 4 |c ©2020 
300 |a 1 online zdroj (xvii, 245 stran) 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
500 |a Includes index. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity 
520 |a 'an insightful, conceptual take on the important topic of Dual Marketing. I strongly recommend Beyond Multi-Channel Marketing to all who want to know more about dual, multi- and omni- channel marketing in the digital age.' Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London, UK. The authors of this book delve into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds. They promote the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0. Readers will glean innovative and practical insights, providing them with the ability to comprehend the existing link between dual marketing and multichannel marketing and explore its relation to branding and integrated marketing communication. This book also rejuvenates the analysis of the digital context and offers critical advice to organisations interested in online marketing processes. With worldwide appeal, the theoretical and empirical analysis carried out in this book offers cutting edge ideas and techniques to marketing practitioners, supply chain managers and B2B2C company managers looking to understand the digital transformation permeating the whole of organisational life beyond just marketing and communication facets. The book will also be invaluable for doctoral, graduate and postgraduate students in marketing and management.- Resumé vydavatel 
650 0 7 |a internetový marketing  |7 ph137251  |2 czenas 
650 0 7 |a marketingový výzkum  |7 ph115230  |2 czenas 
650 0 7 |a marketingový management  |7 ph115229  |2 czenas 
650 0 9 |a Internet marketing  |2 eczenas 
650 0 9 |a marketing research  |2 eczenas 
650 0 9 |a marketing management  |2 eczenas 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 7 |a sborníky  |7 fd163935  |2 czenas 
655 9 |a electronic books  |2 eczenas 
655 9 |a papers of several authors  |2 eczenas 
700 1 |a Palazzo, Maria,  |e editor. 
700 1 |a Foroudi, Pantea,  |e editor. 
700 1 |a Siano, Alfonso,  |e editor. 
776 |z 9781838676865 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://doi.org/10.1108/9781838676858  |y Plný text 
942 |2 udc 
992 |c EBOOK-TN  |c EMERALD 

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