research paper about marketing channel

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 ...

More specifically, in this paper, we compile 362 channels research articles published in nine respected marketing and management research journals over the time-span of 1944-2014. With 177 of the 362 papers, empirical studies represent the largest group, while 130 articles are microeconomic model-based contributions, and 55 are primarily ...

Our analyses are restricted to 556 papers that listed "marketing channel" as a keyword and were published in Journal of Retailing, Journal of Marketing, Journal of Marketing Research, ... Within marketing channels research, a key focus is that decentralized channels result in inefficiencies (i.e., sub-optimal profit/utility maximization ...

The literature has identified variances in attitude to social media, depending on the size and type of the company. B2B companies tend to perceive social media as having a lower overall effectiveness as a marketing channel and categorize it as less important for relationship building than other communication models (Iankova et al., 2019).

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 ...

1 INTRODUCTION. The exponential growth of social media during the last decade has drastically changed the dynamics of firm-customer interactions and transformed the marketing environment in many profound ways.1 For example, marketing communications are shifting from one to many to one to one, as customers are changing from being passive observers to being proactive collaborators, enabled by ...

Based on the theoretical analysis of the stimulus-organism-response (SOR) framework, this paper systematically creates a research model of the impact of omni-channel collaborative marketing on new ...

marketing accentuates the complexity of modern consumer behavior. This paper ex plores this com plex interaction, exploring how traditional marketing channels navigate the digital age while ...

Distribution channel research has been advanced in recent years by contributions based on the political economy paradigm, transaction cost analysis, and relationship marketing. Drawing on these bodies of thought, we propose a new conceptualization of the structure of marketing channel relationships. Relationship structure is defined in terms of ...

This paper provides a contemporary and comprehensive review of work in the marketing channel field that is based on French and Raven's power-base theory. It traces the development of theoretic, conceptual and methodological orthodoxies from the 1970s.

Understanding the omnichannel marketing strategy and its applications has thus become indispensable. The literature review findings enable a deeper understanding of the omni-channel strategies employed by brands. They also shed light on the customer-centric focus within omnichannel marketing and the factors that influence omnichannel performance.

This research responds to the call for further research into the types of retail technology and how they contribute to omnichannel experience as research into these relationships remains scarce (Alexander & Kent, 2022).Specifically, it addresses the need for integrated insights into the role of technology in omnichannel retailing from the perspectives of customers and retailers.

Control of communication in a marketing channel is an essential concern from the opinion of theoretical and social control purposes. Communication in the marketing channel can function as the process by which transmission and dissemination of information is clear (Frazier & Summers, 1984). The term integrated marketing communication (IMC) first ...

New research on marketing communication from Harvard Business School faculty on using social media, the latest in online marketing techniques, and successful customer loyalty programs. ... What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? ... This paper argues with ...

A marketing channel refers to "a set of interdependent organizations involved in the process of making a product or service available for use or consumption" (Palmatier et al. 2014, p. 3). Early research on marketing channels derived predominantly from work in economics (Coase 1937), which views channels of distribution as flows of goods or ...

Find the latest published documents for marketing channels, Related hot topics, top authors, the most cited documents, and related journals ... 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. ... This paper discusses the threats ...

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.

New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy. ... What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how ...

The objectives of this research are: (1) to observe marketing channels, functions and marketing institution who involved in siam orange distribution, (2) to analize marketing costs, marketing shares, marketing margin, profit and marketing efficiency feasibility of siam orange marketing, and (3) to identify siam orange marketing problems in its ...

Learning Outcomes. By the end of this section, you will be able to: 1 Describe the use of marketing channels.; 2 Identify the different types of marketing channels.; 3 Discuss how marketing intermediaries add value to products.; What Are Marketing Channels? In addition to identifying ways to create value for consumers, marketers must also decide how to distribute market offerings.

Research on the omnichannel experience shows more than half of B2C customers engage with three to five channels each time they make a purchase or resolve a request. And the average customer looking to make a single reservation for accommodations (like a hotel room) online switched nearly six times between websites and mobile channels.

To this end, a content analysis was performed of the most significant scientific literature about marketing, logistics, management and marketing channels published over the period 1997-2006.

New research into B2B content marketing trends for 2024 reveals specifics of AI implementation, social media use, and budget forecasts, plus content success factors. ... names thought leadership e-books or white papers, 47% short articles, and 43% research reports. Click the image to enlarge. Popular content distribution channels. Regarding the ...

Almost as many (57%) name thought leadership e-books/white papers. Slightly more than half say research reports (53%) and videos (51%). Popular content distribution channels. Regarding the channels used to distribute content, 90% use blogs and social media platforms (organic), followed by webinars (79%), email newsletters (78%), and email (74%).

What if you served only one type of customer? What if the only channel you could access was online? In the words of chemist Linus Pauling, "The way to get to good ideas is to get lots of ideas and throw the bad ones away." Learn more about our Strategy & Corporate Finance practice. What is an innovation portfolio?

While the launch of e-commerce in the 90-s gave a significant boost to research in multichannel marketing, the scope and nature of the inquiries have continued to evolve. To document this evolution of multichannel research, we conduct an in-depth review of 181 marketing papers in the domain, published between 1995 and 2021.

What is a social media marketing strategy? A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.. Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you're active on.

Therefore, omni-channel strategy is the synergetic management of many existing channels and customer touch points, which will optimize the customer experience in channels and all channels ...

Manage incoming messages from multiple social channels. Monitor activity. Stay informed about market trends and competitors. Advertise content. Promote your organic content and manage paid ads. Analyze results. Measure your results across all social networks. How a Social Media Makeover Helped a Small Business Drive a 108% Increase in Sales

Not surprisingly, academic research on marketing channels design, inter-organizational relationships, and operations, has grown steadily since the early works of marketing scholars such as Louis Stern and Louis Bucklin. ... we conduct an in-depth review of 181 marketing papers in the domain, published between 1995 and 2021. We observe a shift ...