The Evolution of Marketing Channels: Trends and Research Directions

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

51 Pages Posted: 5 Aug 2018

See all articles by George W. Watson

George W. Watson

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

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

Suggested Citation

Watson, George W. and Worm, Stefan and Palmatier, Robert W. and Ganesan, Shankar, The Evolution of Marketing Channels: Trends and Research Directions (March 1, 2015). Journal of Retailing, 91(4), 546-568., Available at SSRN: https://ssrn.com/abstract=3214906

George W. Watson (Contact Author)

Southern Illinois University at Edwardsville

1 Hairpin Drive
Edwardsville, IL 62026-1102
United States

Stefan Worm

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

Robert W. Palmatier

University of Washington

Seattle, WA 98195
United States

Shankar Ganesan

University of Arizona - Department of Marketing ( email )

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

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