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| Author: | Hussein, R. T. |
| Title: | The importance of wholesalers in Jordanian marketing channels |
| Journal: | Journal of international marketing and marketing research
2011 : JUN, VOL 36:2, p. 75-88 |
| Index terms: | wholesaling supply chain management distribution channels marketing channels Jordan |
| Language: | eng |
| Abstract: | Wholesalers, as a part of the supply chain, face problems that may often be disregarded by marketing researchers. The purpose of the article is to examine if this problem is present in Jordan. The data for the study is collected using a questionnaire aimed at Jordanian manufacturers (wholesalers' suppliers) and retailers (wholesalers' customers). The goal is to identify the level of the perceived importance of distribution tasks they provide. It is found that manufacturers and retailers perceive wholesalers as important members of the supply chain, providing them with essential distribution tasks. |
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