Why not exploit dual marketing?

Research output: Contribution to journalArticle

7 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)52-60
Number of pages9
JournalBusiness Horizons
Issue number1
StatePublished - Jan 1 1987
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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