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Reverse Channel Mapping (RCM) is a research method for evaluating the effectiveness of macromarketing systems. RCM uniquely incorporates into backward channel mapping an objective function to allow evaluation of the effectiveness (social goal achievement) of the marketing system. An application of this approach to mapping a food life-support system (LSS) for Lesotho is described to demonstrate strengths of the method and build an argument for its general application.
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Lee D. Dahringer (1983) studied this question.
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