The Integration of Marketing Flows in Channels of Distribution

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.