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Dynamics of marketing channels: a contribution to a frame of reference for marketing channel research in horticulture


, : Dynamics of marketing channels: a contribution to a frame of reference for marketing channel research in horticulture. Acta Horticulturae (40): 269-274

Marketing channels in horticulture evolve from distribution decisions of producers and middle men, which should be tested on the basis of the following criteria: (a) optimal access of a product to the relevant segment of the market; (b) efficiency of distribution; and (c) bargaining power in a specific marketing channel.

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