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 Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald Publishing Limited, 2020.
Subjects
Marketing channels.
Marketing.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781838676872
9781838676858
DOI10.1108/9781838676858
Physical Description1 online resource (xvii, 245 pages) ; cm

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Table of Contents:
  • Part I: Introduction
  • Chapter 1. Introduction to 'beyond multi-channel marketing: critical issues in dual marketing' / Maria Palazzo, Pantea Foroudi, Alfonso Siano
  • Part II: Mapping the field - This part provides knowledge about the dual marketing and the role it plays in nowadays market
  • Chapter 2. Evolution of supply chains and dual marketing strategies: a case on the impact of public policy on dual marketing strategy / Norbani Che Ha, CheahChee Wei, Suhana Mohezar
  • Chapter 3. Using Quelch's tools to explore and put dual marketing into practice: benefits, opportunities and risks / Ogechi Adeola, Obinna Muogboh, Jimoh Fatoki
  • Part III: Extending the field - This part provides knowledge about concepts related to dual marketing
  • Chapter 4. Industrial branding: communicating in business to business sector / Nuria Rodriguez Pardo, Maria Palazzo
  • Chapter 5. Integrated marketing communication in B2B2C area / Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri, Gholamheidar Ebrahimbay Salami
  • Chapter 6. Transforming the complexity of having multiple channels to an asset: reflective critics on the dual marketing and co-branding / Tuğra Nazlı Akarsu, Pantea Foroudi, T.C. Melewar
  • Part IV: From field to practice - This part provides knowledge about online application of dual marketing
  • Chapter 7. From dual marketing to marketing 4.0.: the role played by digital technology and the Internet / Maria Giovanna Confetto, Francesca Conte, Agostino Vollero, Claudia Covucci
  • Chapter 8. Against the odds: consequences of social media in B2B and B2C / Pantea Foroudi, Reza Marvi, Mohammad Foroudi, Sayabek Ziyadin, al-Farabi Kazakh, Solongo Munkhbat
  • Chapter 9. Approach to dual marketing: re-organization of structures and development of competencies / Sardanelli Domenico
  • Part V: Conclusion
  • Chapter 10. Business areas that can benefit of dual marketing practices: presentation of case studies / Maria Palazzo, Maria Antonella Ferri
  • Chapter 11. Beyond multichannel marketing: critical issues in dual marketing toward a conclusion / Maria Palazzo, Pantea Foroudi, Alfonso Siano.

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