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Purpose-This study seeks to examine how company can select the best intermediary for its Marketing channels with minimum of criteria and time. Design/methodology/approach-A theoretical framework is proposed based on the most importance tasks of intermediary and criteria for measuring them. There are four basic tasks and 30 criteria in three independent levels. Subsequently, an exploratory case study in Iranian Food industry is described that illustrates the value of the framework. Findings-Itfatcat:f4snwnuz6jaftilhwbtotuxgwy