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The Double-Edge Strategy: How it Drives Sales When Consumer Spending Falls

Olutayo Otubanjo
2009 Social Science Research Network  
This paper attempts to examine how sales in business and marketing led organisations can be propelled when consumer spending level falls. Design/Method/Approach A brief review of existing theoretical literature on marketing strategies (together with their strengths and weaknesses) is made in the light of the objective of this study. A double-edge marketing strategy consisting of a cost leadership approach together with a business philosophy, which motivate stakeholders to believe and
doi:10.2139/ssrn.1372511 fatcat:4vbfrjw7afelxkgj52gl5ccn7q