000			05143nam a2200445Iu 4500
001			9781838676872
003			UtOrBLW
005			20240220124026.0
006			m o d
007			cr un|||||||||
008			200616t20202020enk o 001 0 eng d
020			_a9781838676872
020			_a9781838676858 _qelectronic bk.
040			_aUtOrBLW _beng _erda _cUtOrBLW
050		4	_aHF5415.129 _b.B49 2020
072		7	_aBUS043000 _2bisacsh
072		7	_aKJSM _2bicssc
080			_a658.8
082	0	4	_a658.84 _223
245	0	0	_aBeyond multi-channel marketing : _bcritical issues in dual marketing / _cedited by Maria Palazzo (Università degli Studi di Salerno, Italy), Pantea Foroudi (Middlesex University London, UK), and Alfonso Siano.
264		1	_aBingley, U.K. : _bEmerald Publishing Limited, _c2020.
264		4	_c©2020
300			_a1 online resource (xvii, 245 pages) ; _ccm
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
500			_aIncludes index.
505	0	0	_aPart I: Introduction -- Chapter 1. Introduction to 'beyond multi-channel marketing: critical issues in dual marketing' / _rMaria 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 / _rNorbani Che Ha, CheahChee Wei, Suhana Mohezar -- Chapter 3. Using Quelch's tools to explore and put dual marketing into practice: benefits, opportunities and risks / _rOgechi 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 / _rNuria Rodriguez Pardo, Maria Palazzo -- Chapter 5. Integrated marketing communication in B2B2C area / _rAlireza 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 / _rTuğra 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 / _rMaria Giovanna Confetto, Francesca Conte, Agostino Vollero, Claudia Covucci -- Chapter 8. Against the odds: consequences of social media in B2B and B2C / _rPantea 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 / _rSardanelli Domenico -- Part V: Conclusion -- Chapter 10. Business areas that can benefit of dual marketing practices: presentation of case studies / _rMaria Palazzo, Maria Antonella Ferri -- Chapter 11. Beyond multichannel marketing: critical issues in dual marketing toward a conclusion / _rMaria Palazzo, Pantea Foroudi, Alfonso Siano.
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.
588	0		_aPrint version record.
650		0	_aMarketing channels.
650		0	_aMarketing.
650		7	_aBusiness & Economics _xMarketing _xGeneral. _2bisacsh
650		7	_aMarket research. _2bicssc
700	1		_aPalazzo, Maria, _eeditor.
700	1		_aForoudi, Pantea, _eeditor.
700	1		_aSiano, Alfonso, _eeditor.
776			_z9781838676865
856	4	0	_uhttps://doi.org/10.1108/9781838676858
999			_c8782 _d8782