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The evolution of marketing channel research domains and methodologies : an integrative review and future directions

  • Marketing channels are among the most important elements of any value chain. This is because the bulk of a nation´s manufacturing output flows through them. The intermediaries (e.g., distributors, wholesalers, retailers) constituting marketing channels perform specific distribution functions,such as transportation, storage, sales, financing, and relationship building, better than most manufacturers. Over his distinguished career, Louis P. Bucklin investigated many questions about the structuring and functioning of marketing channels using conceptual, empirical, and microeconomics model-based methodologies. Today, the academic marketing literature contains hundreds of articles that have employed these three broad classes of methodologies to investigate issues of channel intermediaries´ interorganizational relationships, for example, power-dependence, relational outcomes, conflict and negotiations, and manufacturing firms´ channel strategy, for example, channel structure, selection, coordination and control. So far, however, there has been no review of how the three different methodologies have contributed to advancing knowledge across this set of channels research domains.

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Author of HS ReutlingenGötz, Oliver
Erschienen in:Journal of retailing
Place of publication:New York
Document Type:Journal article
Publication year:2015
Tag:future research; introduction marketing; literature review; marketing channels
Page Number:17
First Page:569
Last Page:585
DDC classes:380 Handel, Kommunikation, Verkehr
650 Management
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt