Includes index.

Introduction to 'beyond multi-channel marketing: critical issues in dual marketing' / Maria Palazzo, Pantea Foroudi and Alfonso Siano -- Evolution of supply chains and dual marketing strategies: a case on the impact of public policy on dual marketing strategy / Norbani Che Ha, CheahChee Wei and Suhana Mohezar -- Using Quelch's tools to explore and put dual marketing into practice: benefits, opportunities and risks / Ogechi Adeola, Obinna Muogboh and Jimoh Fatoki -- Industrial branding: communicating in business to business sector / Nuria Rodriguez Pardo and Maria Palazzo -- Integrated marketing communication in B2B2C area / Alireza Nankali, Maria Palazzo, Mohammad Jalali, Pantea Foroudi, Nader Seyyed Amiri and Gholamheidar Ebrahimbay Salami -- Transforming the complexity of having multiple channels to an asset: reflective critics on the dual marketing and co-branding / Tuğra Nazlı Akarsu, Pantea Foroudi and T.C. Melewar -- From dual marketing to marketing 4.0.: the role played by digital technology and the Internet / Maria Giovanna Confetto, Francesca Conte, Agostino Vollero and Claudia Covucci -- Against the odds: consequences of social media in B2B and B2C / Pantea Foroudi, Reza Marvi, Mohammad Foroudi, Sayabek Ziyadin, al-Farabi Kazakh and Solongo Munkhbat -- Approach to dual marketing: re-organization of structures and development of competencies / Sardanelli Domenico -- Business areas that can benefit of dual marketing practices: presentation of case studies / Maria Palazzo and Maria Antonella Ferri -- Beyond multichannel marketing: critical issues in dual marketing toward a conclusion / Maria Palazzo, Pantea Foroudi and Alfonso Siano.

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