An Empirical Investigation of Marketing Channel on Institution

Marketing channel is one of the four P's of marketing mix. It helps in moving a product or service from its place of manufacturer to the ultimate end-user. The process of marketing channel is influenced by institution. Wide range of research has focused on the institutional effect on marketing channel and converse relationship has been overlooked. The purpose of this paper is to find out the effect of marketing channel on the institution. It is concluded that marketing channel plays an important role on the institution. However, the role of marketing channel varies, according to its chosen strategy (random and systematic).