Chapter 9 Approach to Dual Marketing: Re-organisation of Structures and Development of Competencies

Dual marketing, i.e. selling the same product to both consumers and business customers, calls for a rearrangement of companies’ organizational chart. New figures, appointed with new roles, need to be integrated within the organization. In addition, dual marketers are required new skills by the market, having to learn to blend push and pull marketing techniques. This chapter discusses how the market's imperatives make the dual marketer an on-the-edge figure within the business landscape, able to constantly reinvent herself to keep pace with innovations.