The Evolution of Marketing Channels: Trends and Research Directions

George F. Watson, Stefan Worm, Robert W. Palmatier and Shankar Ganesan

Journal of Retailing, 2015, vol. 91, issue 4, 546-568

Abstract: 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 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (29)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:91:y:2015:i:4:p:546-568

DOI: 10.1016/j.jretai.2015.04.002

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