Chapter 3 Using Quelch's Tools to Explore and Put Dual Marketing into Practice: Benefits, Opportunities and Risks

This chapter examines the concept of dual marketing using Quelch's tools for marketing to individual and business customers. The benefits, opportunities and risks involved in the practice of dual marketing in emerging economies are discussed. The need for organisations to strategically utilise dual marketing to satisfy both categories of customers is further illustrated.

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Year of publication:	2020
Authors:	Adeola, Ogechi ; Muogboh, Obinna S. ; Fatoki, Jimoh

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Type of publication:	Article
Language:	English
Other identifiers:	10.1108/978-1-83867-685-820201006 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10015089490