Chapter 10 Business Areas That Can Benefit of Dual Marketing Practices: Presentation of Case Studies

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.

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Year of publication:	2020
Authors:	Palazzo, Maria ; Ferri, Maria Antonella
Published in:	Beyond Multi-Channel Marketing : Critical Issues in Dual Marketing. - Bingley : Emerald Publishing Limited, ISBN 978-1-83867-685-8. - 2020, p. 209-224

Type of publication:	Article
Language:	English
Other identifiers:	10.1108/978-1-83867-685-820201016 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10015089481