Multiple channels Dual distribution The use of more than one channel to bring the same product (or similar products under different brand names )to several customer segments Strategic Channel Alliance An agreement in which a marketer uses another marketers channel to reach customers Reverse channels Channels that bring products from customers to marketersMultiple Channels Dual Distribution The use of more than one channel to bring the same product (or similar products under different brand names) to several customer segments Strategic Channel Alliance An agreement in which a marketer uses another marketer’s channel to reach customers Reverse Channels Channels that bring products from customers to marketers