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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 anddoi:10.2139/ssrn.1372511 fatcat:4vbfrjw7afelxkgj52gl5ccn7q