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

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. [Publishers' text].