Beyond multi-channel marketing : critical issues in dual marketing /

Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Palazzo, Maria (Editor ), Foroudi, Pantea, 1974- (Editor ), Siano, Alfonso (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: United Kingdom : Emerald Publishing, 2020.
Temas:
Internet marketing.
Marketing > Management.
Marketing sur Internet.
Marketing > Gestion.
Market research.
Business & Economics > Marketing > General.
Internet marketing
Marketing > Management
Acceso en línea:Texto completo
Texto completo

MARC

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245 0 0 |a Beyond multi-channel marketing :  |b critical issues in dual marketing /  |c edited by Maria Palazzo, Pantea Foroudi, Alfonso Siano. 
264 1 |a United Kingdom :  |b Emerald Publishing,  |c 2020. 
300 |a 1 online resource 
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505 0 |a 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 marketChapter 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, SuhanaMohezar 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 marketingChapter 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 marketingChapter 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. 
588 |a Description based on CIP data; resource not viewed. 
520 |a Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0. 
504 |a Includes bibliographical references and index. 
590 |a ProQuest Ebook Central  |b Ebook Central Academic Complete 
590 |a Emerald Insight  |b Emerald All Book Titles 
650 0 |a Internet marketing. 
650 0 |a Marketing  |x Management. 
650 6 |a Marketing sur Internet. 
650 6 |a Marketing  |x Gestion. 
650 7 |a Market research.  |2 bicssc 
650 7 |a Business & Economics  |x Marketing  |x General.  |2 bisacsh 
650 7 |a Internet marketing  |2 fast 
650 7 |a Marketing  |x Management  |2 fast 
700 1 |a Palazzo, Maria,  |e editor. 
700 1 |a Foroudi, Pantea,  |d 1974-  |e editor. 
700 1 |a Siano, Alfonso,  |e editor. 
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776 0 8 |i Print version:  |z 9781838676865 
856 4 0 |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=6222023  |z Texto completo 
856 4 0 |u https://www.emerald.com/insight/publication/doi/10.1108/9781838676858  |z Texto completo 
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