Mapping the Field

ISBN: 978-1-83867-686-5, eISBN: 978-1-83867-685-8

Publication date: 17 June 2020

pdf (20 KB) ePub (1.7 MB)

Citation

(2020), "Mapping the Field", Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-channel Marketing, Emerald Publishing Limited, Leeds, pp. 13-13. https://doi.org/10.1108/978-1-83867-685-820201004

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Emerald Publishing Limited

This part provides knowledge about the dual marketing and the role it plays in today's market.

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