research paper on marketing channels

The Evolution of Marketing Channels: Trends and Research Directions

Journal of Retailing, 91(4), 546-568.

51 Pages Posted: 5 Aug 2018

George W. Watson

Southern illinois university - southern illinois university at edwardsville, stefan worm.

BI Norwegian Business School

Robert W. Palmatier

University of washington, shankar ganesan.

University of Arizona - Department of Marketing

Date Written: March 1, 2015

Despite the vast increase in marketing channels research published in the past decade, few contemporary analyses review or synthesize the domain. This article provides a comprehensive review of marketing channels research from 1980 to 2014. To present a multidimensional view of marketing channels, the authors evaluate extant literature from four perspectives: (1) key theories and constructs, (2) marketing channel strategies, (3) units of analyses, and (4) substantive topics in channels research. A content analysis of the relevant topics within each perspective that have had the greatest impact on channel research provides insights into research trends. This multidimensional analysis offers an integrated guide to extant literature, as well as an outline of promising directions for research, in light of the most significant trends.

Keywords: marketing channels, retailers, wholesalers, franchisors, distributors

Suggested Citation: Suggested Citation

George W. Watson (Contact Author)

1 Hairpin Drive Edwardsville, IL 62026-1102 United States

BI Norwegian Business School ( email )

Nydalsveien 37 Oslo, 0442 Norway

Seattle, WA 98195 United States

University of Arizona - Department of Marketing ( email )

McClelland Hall P.O. Box 210108 Tucson, AZ 85721-0108 United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics, related ejournals, marketing science ejournal.

Subscribe to this fee journal for more curated articles on this topic

Managerial Marketing eJournal

marketing channels Recently Published Documents

Total documents.

• Latest Documents
• Most Cited Documents
• Contributed Authors
• Related Sources
• Related Keywords

Saluran Distribusi Pemasaran Asuransi

Product distribution is one of the marketing process's activities. Many product manufacturers do not sell to end users directly. This is due to the fact that cost distribution is typically the primary reason corporations do not sell items to end customers. The marketing channel is in charge of getting the product from the manufacturer (the insurance company) to the consumer/customer. This can overcome the owner of a product or service's isolation from the people who require it in terms of time, location, and property. This marketing channel, in reality, necessitates product marketing channel management in compliance with OJK standards. In addition, any rivalry that emerges in the marketing channel while selling insurance goods. As a result, the goal of this article is to go into detail about the marketing channels for insurance products in public marketing. Keywords: Marketing Channels, Distribution, Insurance

Development of real estate marketing – trends for the future

Real estate marketing has changed fundamentally over the past twenty years, mainly due to digital technologies. Due to the availability of online platforms as intermediary websites, the complexity of interaction relationships between providers, demanders, and real estate agents has increased. The study takes the perspective of real estate agents and uses the example market of Cologne/Bergisch-Gladbach to show what new potential digital channels offer for the reach and intensity of real estate marketing. Real estate agencies are challenged to evolve technologically, but then have a wider inventory of marketing channels and presentation options at their disposal. In the future, social media and video streaming platforms could further revolutionize property marketing, offering further potential to proactive providers, especially in terms of property branding and international sales.

ANALYSIS OF TOMATO MARKETING EFFICIENCY IN LOMBOK TIMUR DISTRICT

The tomato plant has a short life cycle, it can grow to one to three in hight. This study aims to determine the marketing channels of tomatoes in East Lombok Regency and to determine the efficiency of tomato marketing on farmers’ income in East Lombok Regency. For that, we can know how many marketing channels are in East Lombok Regency and whether the marketing channels are efficient. The study uses descriptive methods. The techniques used are survey and interview techniques. The study is conducted in Lombok east district, by taking three subdistricts as sample locations impressively sampling are Suralaga, Aikmel and Wanasaba district with consideration of the subdistrict have the largert harvest and highest production. The number of  respondents was conducted quota sampling as is established by as many as 30 farmers. Whereas the approval of the responders was done by the method of snow ball. Data analysis using order line analysis and marketing efficiency analysis. Research shows that the marketing margin on channel I is Rp 3000 and the second marketing channel is 5000 in efficiency on channel I is 12.57and channel II is 44.31. Farmers share to channel I is 80% and channel II is 66.67%. So every marketing channel is efficient

MARKETING CHANNEL OF THE TILAPIA IN HARAU SUB DISTRICT

This study aims to analyze the flow of tilapia trade in Harau Regency and the function of the trading system carried out in marketing tilapia in Harau Regency. The research was conducted in Solok Bio-Bio Village, Harau Sub District, Lima Puluh Kota Regency. The research sample was tilapia cultivation farmers selected by random sampling and tilapia marketing channels in Solok Bio Bio Village, Harau Sub District, namely traders and retailers using the snowball sampling method. The results showed that there were three patterns of tilapia marketing channels in Harau Sub District, namely Channel 0: Farmers → Final consumers; Channel II: Farmers → Retailers → Final consumers; Channel III : Farmers → wholesalers → Retailer → Final Consumers. The trading functions carried out include the functions of selling, buying, grading, transporting, storing and facilitating.

Struktur, Perilaku dan Kinerja Pemasaran Ikan Cakalang di Kabupaten Halmahera Selatan

Skipjack tuna is the result of the main capture fisheries in the South Halmahera district which experienced significant growth of 4,2 percent during the 2016-2018 period, but increased production experienced constraints in the marketing system and caused income uncertainty for fishermen and traders. The purpose of this study was to determine the marketing system of skipjack tuna in the South Halmahera Regency using a structural, behavioural, and performance (SCP) approach. The sampling method uses snowball sampling which started with 68 fishermen. The results showed that the market structure formed was an oligopsonistic market structure and there was a barrier to market entry of 14 percent. Meanwhile, market behaviour shows that fishermen only act as price takers. Based on the marketing margin analysis, there are 10 (ten) skipjack fish marketing channels. Judging from the value of large skipjack fish, marketing channel 7 has the highest margin value of 70,4 percent and the lowest is channel 8 of 53,9 percent. Meanwhile, the marketing channel of small fish the highest margin value is marketing channel 9 of 73,9 and the lowest is channel 9 of 65,1 percent. While the value of farmer share, channel 1 has the highest value of 70 percent and the lowest is channel 7 of 36 percent. Overall, skipjack tuna marketing channels have not been efficient.

Efektivitas Pemberian Alokasi Kamar pada Biro Perjalanan Wisata: Kasus di Hotel The Kuta Beach Heritage Bali

Despite the rapid development of online travel agents who market hotel rooms via the internet, traditional travel agencies also still play an important role in marketing and booking hotel rooms. As The Kuta Beach Heritage hotel still utilizes and uses room marketing channels through offline travel agencies. This study aims to determine the effectiveness of providing room allocation or room allocation to travel agents at The Kuta Beach Heritage Bali. The data used is secondary data in the form of production from each travel agency and given room allocation. While the primary data was obtained through interviews with various related parties at the hotel. Data were analyzed quantitatively and qualitatively. The results showed that the utilization of room allocation by the travel agency had not been maximized or had not been able to achieve the target given by the hotel, which was 60%. The practical implication of this research is the need for innovative efforts to increase the production of room nights by both hotels and travel agencies

Saluran Pemasaran Dalam Memasarkan Produk Asuransi

Marketing channels carry out the work of moving products from producers (insurance companies) to consumers/customers. It can overcome the time, place, and ownership gaps that separate products and services from those who need and want them. In practice, this marketing channel must also have product marketing channel management in accordance with OJK regulations. As well as any conflicts that occur in the marketing channel in marketing insurance products. Therefore, the purpose of this article is to provide an explanation of the marketing channels in detail in marketing insurance products to the general public.  

The Future Prospect of Digital Marketing in the Malaysian Context

Under the globalization trend, digital marketing is part of the digitalization practices in the business world. Many organisations, companies and firms have practised digital marketing in their businesses, to start, explore or expand their markets. Digital marketing enables companies to achieve marketing objectives with digital technologies. In the advanced countries, such as US, UK, Japan, Australia, Singapore, etc., many organizations and industrial practitioners have implemented digital marketing practises that have changed from brick and mortar to online business channels. Like other forms of marketing channels, digital marketing has its benefits and pitfalls. This paper discusses the threats and opportunities, problems and challenges faced when promoting and expanding digital types of business and digital marketing in Malaysia, such as education, government policies, public awareness and users’ data protection. This paper shed some light on the importance and development of digital marketing in the Malaysian context and, the discussion outcomes raise further awareness and attention of companies to implement digital marketing in their business activities.

Effects of Advertising Through Different Digital Marketing Channels on Consumer Buying Behavior in Bosnia and Herzegovina: A Research Project

Advertising today is different from what is used to be before the revelation of digital marketing channels. The ultimate switch from traditional advertising channels to digital marketing channels has seen a vast expansion, expansion that has been observed in the amount of time users spend on digital devices. We can easily say that advertising is everywhere around us today, with the help of increased usage of technology, smartphones and other electronic devices that are constant during the day-to-day basis of people’s lives. Therefore, it becomes very interesting to research and conclude whether this constant exposure of advertisements on different digital marketing channels have an effect on consumer’s buying behavior towards advertisements of products or services. The main aim of this study is to identify and explain whether through different digital marketing channels advertisements can change the attitude of people regarding products or services and there purchasing behavior from a stand point view of consumers in Bosnia and Herzegovina. To achieve this goal, the analysis of data is based on qualitative data derived from a survey as a primary form of data collection. A research model with three independent variables (social media marketing, email marketing, and mobile phone marketing) and one dependent variable (consumer buying behavior) was developed based on the literature review. The outcomes of this research are going to provide insights of what effects through online advertisement can make changes on the consumer buying behavior.

Export Citation Format

Share document.

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

The New Rules of Marketing Across Channels

• Joshua Bowers,
• Denise Linda Parris,
• Qiong Wang,
• Danny McRae,
• Francisco Guzmán,
• Mark Bolino

Strategies for navigating a new kind of communication landscape: the “echoverse.”

The Internet and AI tools are transforming marketing communications within a complex, interactive landscape called the echoverse. While marketing has evolved since the proliferation of the Internet, in the echoverse, a diverse network of human and nonhuman actors — consumers, brands, AI agents, and more — continuously interact, influence, and reshape messages across digital platforms. Traditional one-way and two-way communication models give way to omnidirectional communication. The authors integrated communication theory and theories of marketing communications to create a typology of marketing communication strategies consisting of three established strategies — 1) promotion marketing, 2) relationship marketing, and 3) customer engagement marketing — and their proposed strategy, 4) echoverse marketing. The authors also recommend three strategies for marketers to make the shift from leading messaging to guiding messaging: 1) Enable co-creation and co-ownership, 2) Create directed learning opportunities, and 3) Develop a mindset of continuous learning.

Today, companies must navigate a new kind of communication landscape: the “ echoverse .” This new terrain is defined by a complex web of feedback loops and reverberations that are created by consumers, brands, news media, investors, communities, society, and artificial intelligence (AI) agents. This assemblage of actors continuously interact, influence, and respond to each other across a myriad of digital channels, platforms, and devices, creating a dynamic where messages circulate and echo, being amplified, modified, or dampened by ongoing interactions.

• JB Joshua Bowers is Co-CEO of Pavilion Intelligence, a marketing science consultancy and upcycled timber operation. He has a Ph.D. in Marketing from the University of Oklahoma and is a leader in new product development for enterprise and marketing technology.
• DP Denise Linda Parris is Co-CEO Pavilion Intelligence, a marketing science consultancy and upcycled timber operation. She has been a professional athlete, entrepreneur, and academic with research focused on servant leadership, societal impact, and marketing technology.
• QW Qiong Wang is the Ruby K. Powell Professor of Marketing and Associate Professor of Marketing and Supply Chain at the University of Oklahoma’s Price College of Business. Her research focuses on the processes and boundaries of inter-organizational issues, including the development and management of strategic partnerships, marketing strategies, and supply chain management.
• DM Danny McRae is a technology professional with over 20 years of experience in information architecture.
• FG Francisco Guzmán is Professor of Marketing at the University of North Texas’ G. Brint Ryan College of Business. His research focuses on how brands can drive social transformation.
• MB Mark Bolino is the David L. Boren Professor and the Michael F. Price Chair in International Business at the University of Oklahoma’s Price College of Business. His research focuses on understanding how an organization can inspire its employees to go the extra mile without compromising their personal well-being.

Partner Center

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

•  We're Hiring!
•  Help Center

Marketing channels

• Most Cited Papers
• Most Downloaded Papers
• Newest Papers
• Last »
• International Market Entry Strategy Follow Following
• Industrial Districts Follow Following
• Innovation in Retailing Follow Following
• Self-Service Technologies Follow Following
• Issues Follow Following
• POS technologies Follow Following
• Agricultural marketing Follow Following
• Cheating Follow Following
• internationalization of SMEs Follow Following
• Costing Follow Following

Enter the email address you signed up with and we'll email you a reset link.

• Academia.edu Journals
•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024