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Book part
Publication date: 17 June 2020

Ogechi Adeola, Obinna S. Muogboh and Jimoh Fatoki

This chapter examines the concept of dual marketing using Quelch's tools for marketing to individual and business customers. The benefits, opportunities and risks involved in the…

Abstract

This chapter examines the concept of dual marketing using Quelch's tools for marketing to individual and business customers. The benefits, opportunities and risks involved in the practice of dual marketing in emerging economies are discussed. The need for organisations to strategically utilise dual marketing to satisfy both categories of customers is further illustrated.

Abstract

Details

Beyond Multi-channel Marketing
Type: Book
ISBN: 978-1-83867-686-5

Book part
Publication date: 17 June 2020

Cheah Chee Wei, Norbani Che-Ha and Suhana Mohezar

This study discusses the evolution of supply chain and the growing importance of dual marketing strategies. To understand the concept of dual marketing, we present a scenario…

Abstract

This study discusses the evolution of supply chain and the growing importance of dual marketing strategies. To understand the concept of dual marketing, we present a scenario faced by property developers in Malaysia on the impact of public policy on dual marketing strategy. This study is to uncover (1) the reasons why and how property developers adopt dual marketing strategy, (2) the impact of housing policy on the developers' dual marketing strategy and how they strategise to cope with the policy.

Book part
Publication date: 17 June 2020

Maria Palazzo and Maria Antonella Ferri

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…

Abstract

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.

Book part
Publication date: 17 June 2020

Maria Palazzo, Pantea Foroudi and Alfonso Siano

The final chapter of the book titled ‘Beyond multi-channel marketing: Critical Issues in Dual Marketing’ aims at summarising issues related to the concept of dual marketing (DM)…

Abstract

The final chapter of the book titled ‘Beyond multi-channel marketing: Critical Issues in Dual Marketing’ aims at summarising issues related to the concept of dual marketing (DM). Starting from the analysis of a structured literature review on the selected subject, spread across three decades and reflecting on the different contributions of the research showed in the present book, the chapter tries to open the path to giving to the topic a new guise. In order to fulfil this duty, not only works on DM and multichannel marketing were taken into account, but also other research paths that share several features with the main topic were under scrutiny.

Article
Publication date: 2 April 2020

Chee Wei Cheah

Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets…

Abstract

Purpose

Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets both the consumer (business-to-consumer) and business markets (business-to-business). This study uses the regulated housing market as its research context in examining how housing developers cope with government intervention when implementing a dual marketing strategy.

Design/methodology/approach

This study applies a qualitative case study research approach, using 19 in-depth interviews, from the purposefully selected industry actors within the housing market, observations and documents.

Findings

The findings uncover housing developers’ struggles in dealing with government intervention when they adopt a dual marketing strategy. When dealing with the regulated consumer market, developers formed an issue-based net with other competitors and used their association to bargain with the government for flexibility in public policy. When selling to the business market, in which the private investment club emerged as a powerful actor, they initiated strategic net and influenced property developers’ pricing and selling strategies. The findings also demonstrate that the restrictions imposed on the consumer market have a spillover effect on the business market, which reflects the contextual embeddedness of the two markets.

Originality/value

This study contributes to the understanding of how actors strategize and co-evolve when implementing a dual marketing strategy. It helps policymakers, business actors and other connected actors to understand the interactions of all actors within a network that affects each other’s decisions.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 12
Type: Research Article
ISSN: 0885-8624

Keywords

Book part
Publication date: 17 June 2020

Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri and Gholam Heydar Salami

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses…

Abstract

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

Content available
Book part
Publication date: 17 June 2020

Abstract

Details

Beyond Multi-channel Marketing
Type: Book
ISBN: 978-1-83867-686-5

Article
Publication date: 1 January 1987

Erdener Kaynak and Ben Issa Hudanah

Far from being parasitic and of no value to developing economies, marketing makes an increasingly positive contribution — relaying information, stimulating demand, transmitting…

473

Abstract

Far from being parasitic and of no value to developing economies, marketing makes an increasingly positive contribution — relaying information, stimulating demand, transmitting price decreases and raising living standards. Nine LDCs are studied here, the results showing marketing as a co‐ordinator of production and consumption activities. The stages of development passed through by marketing systems are analysed, and indications of economic development highlighted. Countries are not identical, so a knowledge of these is vital to understand the pattern of marketing response and practice which emerges. Western techniques can only be transferred with respect to the social and cultural differences between countries, so a study of the long‐term evolution of their organisations is necessary.

Details

European Journal of Marketing, vol. 21 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 17 June 2020

Maria Giovanna Confetto, Francesca Conte, Agostino Vollero and Claudia Covucci

The aim of this chapter is to investigate the transformations undergone by dual marketers in their marketing strategies, with the advent of new digital tools. In particular, the…

Abstract

The aim of this chapter is to investigate the transformations undergone by dual marketers in their marketing strategies, with the advent of new digital tools. In particular, the chapter wants to emphasise the shift from a dual marketing perspective to the omnichannel approach, based on the integration of communication strategies between business-to-business (B2B) and business-to-consumer (B2C). To this end, the chapter first analyses the theoretical contribution of the integrated marketing communication paradigm in omnichannel marketing. Then, identifying the characteristics common to the B2B and B2C markets, it maps the use of touchpoints and digital content in the dual marketers' omnichannel strategies. Moreover, the role of online personalised marketing and big data analytics tools is illustrated in order to investigate the relationship between dual marketing and big data analytics towards Industry 4.0. Lastly, the dynamics and the perspectives emerged from the literature are traced within the case study of Unicredit Italia to try to bring out the best practices for an omnichannel strategy of dual marketers.

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