The evolution of distribution channels

Abstract

This article deals with the evolution of the theory concerning channels of distribution. Although distribution strategy is an important element of the marketing mix, one can argue that it is the element least thought or written about. The reasons for this are not clear. Perhaps distribution channel is the least glamorous part of marketing theory and yet the most problematic. The authors deal with the evolution of distribution channels in this article as well as co-operation and conflict in the channel of distribution. It is hoped that some research will be stimulated as a result of some of the issues raised in this article.

Hlerdie artikel handel oor die evolusie van die teorie wat ten basis van kanaalverspreiding le. Alhoewel die verspreidingstrategie 'n belangrike element van die bemarkingsresep is, word dit algemeen verontagsaam in denke en skrywe. Alhoewel die redes hiervoor nie bekend is nie, is dit duidelik 'n minder aantreklike aspek en tog terselfdertyd 'n meer problematiese een. Die skrywers hanteer die evolusie van die verspreidingsteorie sowel as samewerking en konflik binne verspreidingskanale. Geskilpunte word bespreek en die moontlikheid aan verdere navorsing bevestig.