The past and the future of a deeper understanding of the marketing channel

Science Research Management ›› 2015, Vol. 36 ›› Issue (1) : 159-166.

Lu Pingjun, Tang Xiaofei

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Abstract

In order to investigate the most valuable literatures and research topics in the past, this paper reveals the possible future research direction and opportunities on marketing channel in the past 63 years by using citation-based approach. The paper analyzes quantitatively the development and evolution of the research topics and hot spots of marketing channel. These results show that the scholars have proposed 18 dynamic research issues in the past 63 years and this paper, through analyzing the 20 most influential publications in the marketing channel which have important values and have completely changed their research direction from a strategic perspective to the operation, reveals that the future research opportunities and issues could be included in the channel relationship, online channel and channel governance, etc. The research results will assist the academics and practitioners by revealing what we know about service research in the past and what we need to know in the future.

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marketing channels / co-citation analysis / research topics / literature

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Lu Pingjun, Tang Xiaofei. The past and the future of a deeper understanding of the marketing channel[J]. Science Research Management. 2015, 36(1): 159-166

References

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