5 Industry restructuring
Disintermediation, reintermediation and countermediation are key concepts of industry
restructuring that should be considered by any company developing a digital marketing
strategy (see Chapters 2 and 4 ). For the marketer defining their company’s communications
strategy it becomes very important to consider the company’s representation on these inter-
mediary sites by answering questions such as ‘Which intermediaries should we be repre-
sented on?’ and ‘How do our offerings compare to those of competitors in terms of features,
benefits and price?’
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