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What's the difference between vertical and horizontal direction in the strategy of marketing? And when we can say this better than that?

Key Account Development
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Question added by Basem Alalmai , Business Development Analyst I , Saudi Aramco
Date Posted: 2014/01/30
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AjIth Kumar Damodar
by AjIth Kumar Damodar , Group Business Manager , Redington India Ltd

Generally verticle coresponds to getting deeper into an account and gererating requirements

Horizontal Refers to finding new customers across the board 

IRPHAN GHANI
by IRPHAN GHANI , Senior Management , A

Horizontal direction is for mass coverage and high volume on touch and go basis.

Vertical direction penetration is for long lasting high value returns.

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