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Why not exploit dual marketing?
Journal article   Peer reviewed

Why not exploit dual marketing?

John A Quelch
Business horizons, Vol.30(1), pp.52-60
1987
DOI: https://doi.org/10.1016/0007-6813(87)90023-1

Abstract

What happens when industrial marketers start selling to consumers? Or when companies who serve consumers begin marketing to industry? Although not without its problems, dual marketing offers synergies that have been largely overlooked.

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6 Social Sciences
6.3 Management
6.3.65 Customer Satisfaction
Web Of Science research areas
Business
ESI research areas
Economics & Business

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