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In Horizontal marketing system, two or more unrelated companies
put together resources and programs to exploit a potential
Multi-channel marketing occurs when a single firm uses two or
more marketing channels to reach one or more customer segments.
Adding more channels following benefits accrue:
Increased market coverage,
Lower channel cost and
More customized selling.
Developing Marketing Channels
Developing Marketing Channels VENDOR CUSTOMER Marketing Channels and Methods Demand-generation Tasks Hybrid marketing systems Planning Channel architecture Advertising Dealers & value added resellers Distributors Retail stores Direct mail Tele-marketing Direct sales National account management Internet Account management Post-sales service Close of sale Presales Qualifying sales Lead generation