In dual-channel marketing, if the benefits sought from a product differ between the consumer and business-to-business markets, the best marketing strategy is to create separate communication messages.

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Dual-channel marketing involves creating separate marketing strategies for the consumer and business-to-business markets. If the benefits sought from a product differ between these two markets, it is best to create separate communication messages targeted towards each market to effectively communicate the value of the product to each audience.

In Dual-Channel Marketing, If the Benefits Sought from a Product