8. We give this supplier a lot of sales and a pretty good level of profit. We

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8. “We give this supplier a lot of sales and a pretty good level of profit. We hold up their brand name, and we tend to follow their advice. This means we have very high leverage over them. We’ve got a lot of power, and we should use it.” Debate this statement.

Is it correct? What else do you need to know to assess whether it is true?

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Marketing Channels

ISBN: 9780817642891

7th International Edition

Authors: Anne Coughlan , Louis W. Stern , Adel I.El-Ansary

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