Dual Distribution- describes a wide variety of marketing arrangments by which the manufacturer or wholesalers use more than one channel simultaneously to reach the end user. They may sell directly to the end users as well as sell to companies for resale. Using two or more channels to attract the same target market can sometimes lead to channel conflict.



An example of dual distribution is business format franchising, where the franchisors, license operation of some of its units to franchisees while simultaneously owning and operating some units themselves.