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Compare and contrast the traditional use of power in a marketing channel versus todays notion of integrated and collaborative supply chains. Do the five traditional
Compare and contrast the traditional use of power in a marketing channel versus today’s notion of integrated and collaborative supply chains. Do the five traditional power bases still play a role in today’s era of collaboration? Explain.
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In the traditional use of power in a marketing channel power was often centralized and held by one dominant party typically the manufacturer or the largest player in the channel The focus was on exerc...
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Essentials Of Marketing
Authors: William Perreault, Joseph Cannon, E. Jerome McCarthy
15th Edition
1259573532, 978-1259573538
