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Keywords: Dual marketing strategy
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Journal Articles
Why firms exploit the dual marketing strategy? A network-institutional perspective
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Journal of Business & Industrial Marketing (2021) 36 (12): 2150–2164.
Published: 02 April 2020
...Chee Wei Cheah Purpose Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets both the consumer (business-to-consumer) and business markets (business-to-business...
