Many marketing experts believe that the advancement of the internet and information technology has caused a shift in channel power:

Question

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The internet has empowered consumers by providing them with information and access to a wider range of products and services. Thus, consumers now have a greater role in the marketing process, leading to a shift in channel power towards them. This has caused companies to focus more on meeting the needs and preferences of consumers and to tailor their marketing strategies accordingly.

Many Marketing Experts Believe That the Advancement of the Internet