Dual marketing communications: Enriching channel value network with a multi-channel strategic communication

Journal title MERCATI & COMPETITIVITÀ
Author/s Maria Antonella Ferri, Maria Palazzo
Publishing Year 2018 Issue 2018/3
Language English Pages 15 P. 69-83 File size 134 KB
DOI 10.3280/MC2018-003005
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The marketing literature has made important progress enhancing the understanding of how organisations can efficiently manage their channels of distribution. However, the complexity of current channel systems sets further issues that remain unaddressed especially in terms of corporate communication (CC). The purpose of this paper is to suggest promising research directions in this domain presenting the main features and definition of Dual Marketing Communications (DMC). Different opportunities to connect multiple channel design - through Dual Marketing (DM) - with corporate communication flows’ advantages (from supplier to manufacturer, from supplier to final customers and from supplier and manufacturer to final customer) are proposed. Particularly, the chance to integrate CC management and DM research is highlighted in order to enrich channel value network with an original multi-channel strategic communication approach.

Keywords: Dual Marketing Communications, Corporate Communication, Channels of distribution, Multiple channels, value network.

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Maria Antonella Ferri, Maria Palazzo, Dual marketing communications: Enriching channel value network with a multi-channel strategic communication in "MERCATI & COMPETITIVITÀ" 3/2018, pp 69-83, DOI: 10.3280/MC2018-003005