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The Integration of Marketing Flows in Channels of Distribution

The Integration of Marketing Flows in Channels of Distribution A long‐standing and important concept in marketing is the existence of flows in the channel of distribution. Various channel strategies related to flow separation, postponement, and acceleration have been described separately in different parts of the marketing literature. This article attempts to integrate and relate these concepts in both a managerial and theoretical manner. Building on order penetration points and a network paradigm, the concepts are systematically integrated. Specific managerial tools such as a network planning matrix and mathematical network analysis are also presented. The need to integrate marketing flows for achieving customer satisfaction is highlighted. By linking separate flow strategies, channel performance can be leveraged for competitive advantage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The Integration of Marketing Flows in Channels of Distribution

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Publisher
Emerald Publishing
Copyright
Copyright © 1989 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000546
Publisher site
See Article on Publisher Site

Abstract

A long‐standing and important concept in marketing is the existence of flows in the channel of distribution. Various channel strategies related to flow separation, postponement, and acceleration have been described separately in different parts of the marketing literature. This article attempts to integrate and relate these concepts in both a managerial and theoretical manner. Building on order penetration points and a network paradigm, the concepts are systematically integrated. Specific managerial tools such as a network planning matrix and mathematical network analysis are also presented. The need to integrate marketing flows for achieving customer satisfaction is highlighted. By linking separate flow strategies, channel performance can be leveraged for competitive advantage.

Journal

European Journal of MarketingEmerald Publishing

Published: Feb 1, 1989

Keywords: Distribution channels; Marketing theory; Network analysis; Customer satisfaction; Horizontal marketing systems

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