The Relationship between Marketing Strategy and Marketing Channels of Communication

Sayed Masud Sayedi, Hassan Soltani and Majid Keshavarz

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 3, 345-360

Abstract: The overall objective of this study is to investigate the relationship between the expansion of marketing channels and marketing strategy is the first to examine the process of a questionnaire containing 19 questions was used as the existing standard. The research population, employees of manufacturing companies and trading company in Iran that their number is 1176 people. Sample size using the formula by including sampling error was estimated at 0.05 confidence level 0.95 times the number of 128 samples were selected by simple random sampling method. After collecting the questionnaires, data, summarization, classification - classification and descriptive statistics were analyzed using confirmatory factor analysis. Cronbach's alpha blend factor equal to 0.96. Output correlation coefficient test confirmed all the research hypotheses using structural equation in the general case the connection between the expansion of marketing channels and marketing strategy were found to be equal to 0.67.

Keywords: Marketing; Marketing Strategy; Channel Distribution; Customer (search for similar items in EconPapers)
Date: 2014
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