Beyond Multi-Channel Marketing
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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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Produktbeschreibung
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.
Autorenporträt
Maria Palazzo is a Research Fellow at the Department of Political and Communication Studies, University of Salerno, Italy  Pantea Foroudi is Senior lecturer at Middlesex University London; Business Manager and Solution Architect at Foroudi Consultancy  Alfonso Siano is Professor and Chair of Marketing and of Corporate Communication and Brand Management at University of Salerno, Italy