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Among the fundamental changes to marketing and business practice in today s economy is the dramatic increase in the availability of information. This increase in

Among the fundamental changes to marketing and business practice in today

s economy is the dramatic increase in the availability of information. This increase in information has created a shift in the balance of power in the supply chain. Who now holds most of the power in today

s economy?

retailers

wholesalers

customers

manufacturers

market research firms

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