Availability: Beyond multi-channel marketing | Technische Universität München

Beyond multi-channel marketing: critical issues in dual marketing

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Bibliographic Details
Other Authors:	Palazzo, Maria (Editor), Foroudi, Pantea 1974- (Editor), Siano, Alfonso (Editor)
Format:	Book
Language:	English
Published:	Bingley Emerald Publishing 2020
Edition:	First edition
Subjects:	Business-to-Consumer Business-to-Business-Marketing Computerunterstütztes Verfahren Mehrgleisiger Vertrieb Marketing Aufsatzsammlung
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032186081&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Item Description:	Dual Marketing through Diversification
Physical Description:	xvii, 245 Seiten
ISBN:	9781838676865

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MARC


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Record in the Search Index

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adam_text	Table of Contents List of Figures Lx List of Tables xi About the Contributors xiii Part I: Introduction Chapter 1 Introduction 3 Maria Palazzo, Pantea Foroudi and Alfonso Siano Part П: 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 15 Cheah Chee Wei, Norbani Che-Ha and Sultana Mohezar Chapter 3 Using Quelch’s Tools to Explore and Put Dual Marketing into Practice: Benefits, Opportunities and Risks 39 Ogechi Adeola, Obima S. Muogboh and Jimoh Fatoki Part III: Extending the Field Chapter 4 Industrial Branding: Communicating in Business-to-Business Sector Nuria Rodriguez-Priego and Maria Palazzo 57 viii Table of Contents Chapter 5 Integrated Marketing Communication in B2B2C Area 79 Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri and Gholam Heydar Salami Chapter 6 Transforming the Complexity of Having Multiple Channels to an Asset: Reflective Critics on the Dual Marketing and Co-branding 121 Tuğra Nazlı Akarsu, Pantea Foroudi and T. C. Melewar Part IV: From Field to Practice Chapter 7 From Dual Marketing to Marketing 4.0: The Role Played by Digital Technology and the Internet 141 Maria Giovanna Confetto, Francesca Conte, Agostino Vollero and Claudia Covucci Chapter 8 and B2C Against the Odds: Consequences of Social Media in B2B 163 Pantea Foroudi, Reza Marvi, Mohammad M. Foroudi, Sayabek Ziyadin and Solongo Munkhbat Chapter 9 Approach to Dual Marketing: Re-organisation of Structures and Development of Competencies 191 Domenico Sardanelli Part V: Conclusion Chapter 10 Business Areas That Can Benefit of Dual Marketing Practices: Presentation of Case Studies 209 Maria Palazzo and Maria Antonella Ferri Chapter 11 Toward a Conclusion 225 Maria Palazzo, Pantea Foroudi and Alfonso Siano Index 243
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spellingShingle	Beyond multi-channel marketing critical issues in dual marketing Business-to-Consumer (DE-588)7619259-3 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Marketing (DE-588)4037589-4 gnd
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title	Beyond multi-channel marketing critical issues in dual marketing
title_auth	Beyond multi-channel marketing critical issues in dual marketing
title_exact_search	Beyond multi-channel marketing critical issues in dual marketing
title_full	Beyond multi-channel marketing critical issues in dual marketing edited by Maria Palazzo, Pantea Foroudi, Alfonso Siano
title_fullStr	Beyond multi-channel marketing critical issues in dual marketing edited by Maria Palazzo, Pantea Foroudi, Alfonso Siano
title_full_unstemmed	Beyond multi-channel marketing critical issues in dual marketing edited by Maria Palazzo, Pantea Foroudi, Alfonso Siano
title_short	Beyond multi-channel marketing
title_sort	beyond multi channel marketing critical issues in dual marketing
title_sub	critical issues in dual marketing
topic	Business-to-Consumer (DE-588)7619259-3 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd Mehrgleisiger Vertrieb (DE-588)4725388-5 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Business-to-Consumer Business-to-Business-Marketing Computerunterstütztes Verfahren Mehrgleisiger Vertrieb Marketing Aufsatzsammlung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032186081&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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