Using Quelch’s Tools to Explore and Put Dual Marketing into Practice: Benefits, Opportunities and Risks
Document Type
Article
Publication Title
Beyond Multi Channel Marketing Critical Issues in Dual Marketing
Publication Date
1-1-2020
Abstract
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.
First Page
39
Last Page
54
DOI
10.1108/978-1-83867-685-820201006
Recommended Citation
Adeola, O., Muogboh, O., & Fatoki, J. (2020). Using Quelch’s Tools to Explore and Put Dual Marketing into Practice: Benefits, Opportunities and Risks. Beyond Multi Channel Marketing Critical Issues in Dual Marketing, 39-54. https://doi.org/10.1108/978-1-83867-685-820201006
ISBN
[9781838676865, 9781838676858]
