The explosion of web-based buying alternatives is ratcheting up channel conflict for many sales organizations.  Unauthorized reseller activities can destroy brand equity, generating disaffected customers and bad online reviews, while alienating authorized channel partners. These issues aren't new, but virtually every distribution intensive B2B sales organization will face these issues online. This presentation covers strategies for confronting unauthorized, sometimes anonymous, third parties marketing their goods in competition with trusted partners and present case study examples of successful tactics and MAP implementation across offline and online channels.