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Channel
conßict:
When is it
dangerous?
MANUFACTURERS TODAY sell
their products through a
dizzying array of channels,
from Wal-Mart to the World Wide
Web and everywhere in between. Since
most manufacturers sell through several
channels simultaneously, channels
sometimes Þnd themselves competing
to reach the same set of customers.
When this happens, channel conßict
is virtually guaranteed. Such conßict
almost invariably Þnds its way back to……
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