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

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.

Citation

Adeola, O., Muogboh, O.S. and Fatoki, J. (2020), "Using Quelch's Tools to Explore and Put Dual Marketing into Practice: Benefits, Opportunities and Risks", Palazzo, M., Foroudi, P. and Siano, A. (Ed.) Beyond Multi-channel Marketing, Emerald Publishing Limited, Leeds, pp. 39-54. https://doi.org/10.1108/978-1-83867-685-820201006