Extending the Field
Beyond Multi-channel Marketing
ISBN: 978-1-83867-686-5, eISBN: 978-1-83867-685-8
Publication date: 17 June 2020
Citation
(2020), "Extending the Field", Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-channel Marketing, Emerald Publishing Limited, Leeds, pp. 55-55. https://doi.org/10.1108/978-1-83867-685-820201007
Publisher
:Emerald Publishing Limited
Copyright © 2020 Emerald Publishing Limited
This part provides knowledge about concepts related to dual marketing.
- Prelims
- Part I Introduction
- Chapter 1 Introduction
- Part II Mapping the Field
- Chapter 2 Evolution of Supply Chains and Dual Marketing Strategies: A Case on the Impact of Public Policy on Dual Marketing Strategy
- Chapter 3 Using Quelch's Tools to Explore and Put Dual Marketing into Practice: Benefits, Opportunities and Risks
- Part III Extending the Field
- Chapter 4 Industrial Branding: Communicating in Business-to-Business Sector
- Chapter 5 Integrated Marketing Communication in B2B2C Area
- Chapter 6 Transforming the Complexity of Having Multiple Channels to an Asset: Reflective Critics on the Dual Marketing and Co-branding
- Part IV From Field to Practice
- Chapter 7 From Dual Marketing to Marketing 4.0: The Role Played by Digital Technology and the Internet
- Chapter 8 Against the Odds: Consequences of Social Media in B2B and B2C
- Chapter 9 Approach to Dual Marketing: Re-organisation of Structures and Development of Competencies
- Part V Conclusion
- Chapter 10 Business Areas That Can Benefit of Dual Marketing Practices: Presentation of Case Studies
- Chapter 11 Toward a Conclusion
- Index