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| Author: | Purohit, D. |
| Title: | Dual distribution channels: The competition between rental agencies and dealers |
| Journal: | Marketing Science
1997 : VOL. 16:3, p. 228-245 |
| Index terms: | MARKETING CHANNELS CONSUMER DURABLES CONFLICT CAR INDUSTRY COMPETITION |
| Language: | eng |
| Abstract: | A significant consideration in marketing durables is that products can either be rented or sold to consumers. The distinction between renting and selling becomes even more salinet when one factors in the important role played by the distribution channel. The car industry has been grappling with these problems for quite long with what appears to have been a trial and error approach. This study addresses many of the questions and concerns of the manufacturers, and shows that the developments in the industry are perfectly consistent with theoretical durable goods marketing models. This study provides a deeper understanding of the problems associated with marketing durables. |
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