Journal article
Perceptions of Wholesaler Functional Role Prescriptions in Marketing Channels
European journal of marketing, v 23(2), pp 31-46
01 Feb 1989
Abstract
A study examined the role played by wholesalers in performing marketing functions as perceived by wholesalers themselves and the manufacturers who supply them. The data were gathered from questionnaires mailed to wholesalers and manufacturers, with 533 responses from wholesalers and 202 from manufacturers. The results showed that the concept of role can be operationalized in the form of marketing functions. Respondents were able to perceive themselves and their opposite counterparts in the manufacturer-wholesaler dyad in terms of role expectations concerning the performance of, or expectations about the performance of, marketing functions. Future research on channel conflict could be improved by focusing on the role played by divergence from operationally defined roles in fostering conflict in the marketing channel.
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12 citations in Scopus
Details
- Title
- Perceptions of Wholesaler Functional Role Prescriptions in Marketing Channels
- Creators
- Bert RosenbloomPaul Warshaw
- Publication Details
- European journal of marketing, v 23(2), pp 31-46
- Publisher
- Emerald Group Publishing Limited
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Scopus ID
- 2-s2.0-0038502821
- Other Identifier
- 991019173572004721