Beyond Multi-Channel Marketing : Critical Issues in Dual Marketing / edited by Maria Palazzolo, Pantea Foroudi, Alfonso Siano

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Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Emerald insightVerlag: Bingley : Emerald Publishing Limited, [2020]Beschreibung: 1 Online-Ressource (267 Seiten)ISBN:

9781838676858

Schlagwörter:

Andere physische Formen: 9781838676865 | Erscheint auch als: 9781838676865 Druck-AusgabeRVK: RVK: QP 621DOI: DOI: 10.1108/9781838676858Online-Ressourcen:

Zusammenfassung: Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0.Zusammenfassung: Cover -- Beyond Multi-channel Marketing -- Endorsements -- Beyond Multi-channel Marketing: Critical Issues in Dual Marketing -- Copyright -- Dedication -- Table of Contents -- List of Figures -- List of Tables -- About the Contributors -- I - Introduction -- 1. Introduction -- Main Focus of the Chapter -- Issues and Perspectives -- Book Limits and Practical Implications -- Originality of the Book and Further Research -- Approaches -- Target Market -- Product Category -- Additional Concerns -- The Organisation of Beyond Multi-Channel Marketing: Critical Issues in Dual Marketing -- References -- II - Mapping the Field -- 2. Evolution of Supply Chains and Dual Marketing Strategies: A Case on the Impact of Public Policy on Dual Marketing Strategy -- Abstract -- Background -- The Evolution of Supply Chain -- Supply Chain and Dual Marketing Strategy -- Dual Marketing Strategy -- Focus of the Chapter -- Underlying Theory and Objectives of the Chapter -- Public Policy and Dual Marketing Strategy in Property Development in Malaysia -- Malaysian Housing Market -- Research Methodology -- Data Collection -- Data Analysis -- Findings -- Housing Policy's Impact on Dual Marketing Strategies -- Developers' Dual Marketing Strategy -- Issues for Further Discussion -- Implication to Practitioners and Future Research -- Case Study: Township Developer's Dual Marketing Strategy -- Case Questions -- Definition of Key Constructs -- Appendix -- References -- 3. Using Quelch's Tools to Explore and Put Dual Marketing into Practice: Benefits, Opportunities and Risks -- Abstract -- Background -- The Quelch Concept of Dual Marketing -- Applications and Issues of Dual Marketing -- Benefits of Dual Marketing -- Reduction in Business Risks -- Improved Sales -- Economies of Scale -- Synergism in Advertising -- Easy Introduction of Innovations.PPN: PPN: 1749111365Package identifier: Produktsigel: ZDB-55-BME | ZDB-1-BMEN | ZDB-1-EPB

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