Beyond Multi-Channel Marketing : (Record no. 18484)
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| fixed length control field | 10454nam a22004933i 4500 |
| 001 - CONTROL NUMBER | |
| control field | EBC6222023 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MiAaPQ |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20240724114312.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS | |
| fixed length control field | m o d | |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr cnu|||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 240724s2020 xx o ||||0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781838676858 |
| Qualifying information | (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9781838676865 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (MiAaPQ)EBC6222023 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (Au-PeEL)EBL6222023 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (OCoLC)1158226227 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MiAaPQ |
| Language of cataloging | eng |
| Description conventions | rda |
| -- | pn |
| Transcribing agency | MiAaPQ |
| Modifying agency | MiAaPQ |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5417.5 |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8/72 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Palazzo, Maria. |
| 245 10 - TITLE STATEMENT | |
| Title | Beyond Multi-Channel Marketing : |
| Remainder of title | Critical Issues in Dual Marketing. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 1st ed. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | Bingley : |
| Name of producer, publisher, distributor, manufacturer | Emerald Publishing Limited, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2020. |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Date of production, publication, distribution, manufacture, or copyright notice | ©2020. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource (267 pages) |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Media type code | c |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Carrier type code | cr |
| Source | rdacarrier |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Mutual Marketing Techniques and Intelligence -- Challenges and Risks -- Trade-off in Allocation of Resources -- Overlapping Distribution Channels -- Standardisation of Products and Programmes -- Marketing Design and Scheduling -- Market Positioning and Image Transfer -- Dual Marketing in an Emerging Market -- Recommendations -- Future Research Directions -- Conclusion -- Case Study -- D.T. Autocafe (Automobile Repair Services) -- Case Questions -- Definitions for the Key Constructs -- References -- III - Extending the Field -- 4. Industrial Branding: Communicating in Business-to-Business Sector -- Abstract -- Background -- Business-to-Business Branding -- Brand Equity and Measurement in Industrial Branding -- Brand Orientation -- Trends and Controversies in Industrial Branding -- Trends: Industrial Branding in the Digital Era -- Controversies: Lack of Sound Research in B2B Branding -- Solutions, Recommendations and Implications -- Future Research Directions -- Conclusion -- Case Study: Avery Dennison Corporation -- Dual Marketing through Concentration -- Dual Marketing through Horizontal Integration -- Dual Marketing through Diversification -- Dual Marketing, Industrial and Consumer Branding -- Dual Marketing through Creating Customer and Industrial Brand Awareness and Brand Loyalty -- Conclusion -- Case Questions -- Key Terms and Definitions -- References -- 5. Integrated Marketing Communication in B2B2C Area -- Abstract -- Background -- Main Focus of the Chapter -- Issues, Controversies, Problems -- Model of IMC -- Market Orientation -- Brand Orientation -- Integrated Marketing Communication -- Brand Belief -- Brand Reputation -- Brand Love -- Brand Loyalty, Re-purchase Intention and Brand Recommendation -- Brand Likeability -- Brand Satisfaction -- Research Method -- Data Collection -- Measures -- Analysis and Model Testing -- Measurement Model. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Structural Model Assessment -- Findings and Discussion -- Future Research Directions -- Conclusion -- Case Study: Castrol and Multiple Channel Marketing in the Lubricant Sector -- Dual Markets in Global Economy -- Dual Marketing and Specific Joint Venture -- Dual Marketing and New Markets -- Castrol and the Joint Venture -- Castrol and the Communication to Its Stakeholders -- Conclusion: Castrol and the Dual Marketing Strategy -- Case Questions -- Key Terms and Definitions -- References -- 6. Transforming the Complexity of Having Multiple Channels to an Asset: Reflective Critics on the Dual Marketing and Co-bra ... -- Abstract -- Background -- Dual Marketing Communication Strategies -- Background and Overview -- Co-branding -- Implementations of Co-branding -- Types of Co-branding -- Future Research Directions: Critical Evaluation -- Transaction Costs -- Value and Positioning -- Synergy -- Culture -- Conclusion -- Case Study -- Sony Ericsson: How Co-branding Can Go Sideways? -- Case Questions (Three Questions) -- Key Terms and Definitions - Definitions for the Key Constructs -- References -- IV - From Field to Practice -- 7. From Dual Marketing to Marketing 4.0: The Role Played by Digital Technology and the Internet -- Abstract -- Dual Marketing vs. Omnichannel Marketing -- Integrated Communication for Omnichannel Marketing -- Touchpoints and Content Strategies in the Omnichannel Marketing -- Personalised Marketing for Dual Companies -- Relationship between Dual Marketing and Big Data Analytics -- Future Research Directions -- Conclusion -- Case Study: Unicredit -- Case Questions (Three Questions) -- Key Terms and Definitions - Definitions for the Key Constructs -- References -- 8. Against the Odds: Consequences of Social Media in B2B and B2C -- Abstract -- Defining Social Media in B2B and B2C -- Social Media and Their Advantages for Businesses. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Social Media and its Impact on Overall Brand Equity and Brand Reputation -- Conceptual Model -- Social Media and Their Relationship with Word of Mouth, Marketing Mix, Prestige, Perceived Quality and Customer Satisfaction -- Word of Mouth and Brand Awareness -- Marketing Mix and Its Relation to Brand Awareness and Brand Image -- Prestige and Brand Image -- Perceived Quality and Brand Image -- Customer Satisfaction and Its Relation to Brand Image and Attitudinal Loyalty -- Brand Awareness and Customer-based Brand Equity -- Brand Image and Customer-based Brand Equity -- Attitudinal Loyalty and Band Equity -- Brand Equity and Brand Reputation -- Methodology -- Conclusion -- Case Study: Apple -- Apple Business Partners -- Apple and IBM -- Apple and Social Media -- Case Questions -- Key Terms and Definitions -- References -- 9. Approach to Dual Marketing: Re-organisation of Structures and Development of Competencies -- Abstract -- Introduction -- Firm Structure: Main Dimensions of Analysis -- Designing the Dual Marketer Firm -- Future Research Directions -- Conclusions -- Case Study: Johnson & -- Johnson -- Case Questions -- Key Terms and Definitions -- References -- V - Conclusion -- 10. Business Areas That Can Benefit of Dual Marketing Practices: Presentation of Case Studies -- Abstract -- Background -- Main Focus of the Chapter -- Case Study: Experian and the Multiple Channel Marketing in the Financial Sector -- A Company Dedicated to B2B and B2C Customers -- Dual Marketing through Diversification -- Ansoff Matrix and Marketing Strategies -- The Market Reached Thanks to Dual Marketing Option -- CreditExpert: A New Product for a New Market -- Marketing Mix for Dual Marketing Approach -- Conclusion: Experian and the Dual Marketing Strategy in the Financial Service Sector -- Case Questions. |
| 505 8# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Case Study: Glynwed and Multiple Channel Marketing - Mixing Metal Manufacturing Business with Food Service Equipment Production -- From Metal Manufacturing Business to Food Service Equipment Business through DM -- Divestment and Reinvestment -- Conclusion: Glynwed and the Dual Marketing Strategy -- Case Questions -- Solutions and Recommendations -- Future Research Directions -- Conclusion -- Key Terms and Definitions - Definitions for the Key Constructs -- References -- 11. Toward a Conclusion -- Abstract -- Roadmap -- From a Structured Literature Review to 'Beyond Multi-channel Marketing: Critical Issues in Dual Marketing' -- Main Focus of the Chapter -- Dual Marketing: Not Only B2B -- Dual Marketing in Practice -- Methodology -- Findings and Interpretation of Results of the Structured Literature Review -- Insights from the Research Developed in the Book "Beyond Multi-channel Marketing: Critical Issues in Dual Marketing" -- Future Research Directions -- Toward a Conclusion -- Key Terms and Definitions -- References -- Index. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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. |
| 588 ## - SOURCE OF DESCRIPTION NOTE | |
| Source of description note | Description based on publisher supplied metadata and other sources. |
| 590 ## - LOCAL NOTE (RLIN) | |
| Local note | Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Multilevel marketing. |
| 655 #4 - INDEX TERM--GENRE/FORM | |
| Genre/form data or focus term | Electronic books. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Foroudi, Pantea. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Siano, Alfonso. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Print version: |
| Main entry heading | Palazzo, Maria |
| Title | Beyond Multi-Channel Marketing |
| Place, publisher, and date of publication | Bingley : Emerald Publishing Limited,c2020 |
| International Standard Book Number | 9781838676865 |
| 797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN) | |
| Corporate name or jurisdiction name as entry element | ProQuest (Firm) |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://ebookcentral.proquest.com/lib/orpp/detail.action?docID=6222023">https://ebookcentral.proquest.com/lib/orpp/detail.action?docID=6222023</a> |
| Public note | Click to View |
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