Indian Journal of Marketing

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Challenges of 'Dual Distribution'


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In the past, firms used to sell to a single market through a single channel. Gone are the days of one exclusive dealership per city. The ideal of this century business is a use of multiple channels, master of bricks, clicks and flips-with physical stores, online shopping and catalogues integrated into a seamless environment. This commercial paragon is bracing for a future that will include even more contact opportunities, such as interactive kiosks, personal digital assistants, wireless phones and yet-to-be-invented technologies.
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  • Challenges of 'Dual Distribution'

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Abstract


In the past, firms used to sell to a single market through a single channel. Gone are the days of one exclusive dealership per city. The ideal of this century business is a use of multiple channels, master of bricks, clicks and flips-with physical stores, online shopping and catalogues integrated into a seamless environment. This commercial paragon is bracing for a future that will include even more contact opportunities, such as interactive kiosks, personal digital assistants, wireless phones and yet-to-be-invented technologies.