Relationship marketing literature suggests that concepts such as trust, integration, and relationship openness tend to increase cooperation and commitment among channels of distribution partners. However, can relationship marketing theory be extended to international strategic alliances in the manufacturer–distribution channel context? More specifically, can cooperation and commitment among int...

Abstract   Vertical cooperative (co-op) advertising is typically a cost sharing mechanism and coordinated effort by the channel’s members in order to increase demand and overall profits. In this marketing strategy, the manufacturer shares a fraction of the retailer’s advertising investment. This paper studies the advertising and pricing decisions in a retailer-manufacturer supply chain in which...

Based on ongoing research in multi channel management, we are proposing a simple taxonomy of multi channel strategies. Cases from the grocery retail industry are not only used to illustrate four core strategies but also to study contingencies for the choice of the respective strategies. Furthermore, the cases are used to analyze the alignment of corporate marketing and online channel strategies.

Online social network sites (OSNSs) pose a new trend in social communication that gains an enormous popularity in short time. Consequently, the chance for marketing of products and companies is opening. As well, the question about the possibility of using this channel also for the financial sector, including insurance companies, arises. This idea is followed up by the main goal of the paper: to...

In Kenya, the marine sub-sector, though a significant source of livelihood and employment, remains small in terms of contribution to the national economy. This study, undertaken between October 2000 and March 2001, examines and provides an insight into the structure of marine fish marketing as well as identifies constraints in the marketing system in Malindi and Kilifi districts. Through the us...