Business Areas That Can Benefit of Dual Marketing Practices: Presentation of Case Studies

Abstract

The aim of this chapter is to reflect on the strengths of the different core concepts within the dual marketing (DM) arena; evaluate the strategic features of these core concepts in practice; assess how these concepts may provide insights into the development and management of DM; investigate how organisations manage their DM strategy and the extent to which stakeholders are involved in this process; explore how to manage and develop the DM strategy in different settings and contexts.

Citation

Palazzo, M. and Ferri, M.A. (2020), "Business Areas That Can Benefit of Dual Marketing Practices: Presentation of Case Studies", Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-channel Marketing, Emerald Publishing Limited, Leeds, pp. 209-224. https://doi.org/10.1108/978-1-83867-685-820201016