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

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.

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.

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.

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 &amp -- 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.

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.

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.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.