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.

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.

"Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical...