Designing a Dual Marketing Program

While the marketing literature treats consumer marketing and business marketing as two distinct marketing disciplines, many firms combine them by selling the same product both to consumers and business customers. This practice of dual marketing is quite common, but fraught with pitfalls and surprisingly neglected in the marketing literature. In this article we describe the growing prevalence of dual marketing, its major benefits and pitfalls and the most common dual marketing strategies. Next, we combine all these elements in a blueprint for designing an effective dual marketing program.