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Journal Articles
International Journal of Retail & Distribution Management (2025) 53 (7): 604–622.
Published: 14 April 2025
...Mayank Saini; Savita Ubba Purpose The emerging marketing channels have radically changed the dynamics of fruits and vegetables (F&V) marketing in India. Coexistence of traditional and modern marketing channels pose farmers a decision challenge. This study aims to understand this complex...
