A powerful idiosyncratic investment is mingling your identity with that of your chan- nel member. Why? If

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A powerful idiosyncratic investment is mingling your identity with that of your chan- nel member. Why? If you are the manufacturer, how could you do this mingling, and how could you induce your downstream channel member to cooperate? Now try the same exercise in reverse: How would you, the downstream channel member, mingle your identity with the upstream channel member's image, and how would you induce the upstream partner to cooperate?

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Marketing Channels

ISBN: 9780131913462

7th Edition

Authors: Anne Coughlan, Erin Anderson, Louis W Stern, Adel I El Ansary

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