Beyond Multi-Channel Marketing: Critical Issues in Dual Marketing - Hardcover

Hardcover

ISBN 10: 1838676864 ISBN 13: 9781838676865

Publisher: Emerald Publishing Limited, 2020

Synopsis

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.

About this title

About the Author

Maria Palazzo is a Research Fellow at the Department of Political and Communication Studies, University of Salerno, Italy 

Pantea Foroudi is Senior lecturer at Middlesex University London; Business Manager and Solution Architect at Foroudi Consultancy 

Alfonso Siano is Professor and Chair of Marketing and of Corporate Communication and Brand Management at University of Salerno, Italy

Edition details

• Publisher: Emerald Publishing Limited
• Publication date: 2020
• Language: English
• ISBN 10: 1838676864
• ISBN 13: 9781838676865
• Binding: Hardcover
• Number of pages: 288
• Editor: Palazzo Maria, Foroudi Pantea, Siano Alfonso