Developing market; distribution channels; emerging markets; marketing; multi-channel; online.


This study has examined the development of multi-channel marketing strategies and solutions that are intended for emerging or developing markets. The specific focus of the research has been on these multi-channel marketing strategies in support of low-cost consumer product goods or CPGs meant for developing economies. Consequently, the research objectives of this research study were to determine the optimum approach to multi-channel marketing strategies for CPG firms entering developing markets. Additionally, the study also worked to analyze the effect of multi-channel marketing solutions and they might affect the composition of the supporting distribution channel for CPGs in developing markets. The illustrative market that has been relied upon for this study is Jordan. Jordan is a developing economy in the Middle East that has significant room for positive growth both economically as well as socio-culturally because of its location next to major areas of conflict. For Jordan, the expectation is that the multi-channel marketing strategy for a CPG retailer entering the market is going to focus on on-ground, traditional marketing channels with an emphasis on print and television while online marketing channels will be included but not yet fully developed.

Full Text : PDF


Ailawadi, K. L., and Farris, P. W. (2017). Managing multi-and omni-channel distribution: metrics and research directions. Journal of retailing, 93(1), pp. 120-135.
Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. In Strategic marketing management in Asia: case studies and lessons across industries (pp. 179-207). Emerald Group Publishing Limited.
Archibald, M. M. (2016). Investigator triangulation: A collaborative strategy with potential for mixed methods research. Journal of Mixed Methods Research, 10(3), pp. 228-250.
Bahadir, S. C., Bharadwaj, S. G., and Srivastava, R. K. (2015). Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics. Journal of International Business Studies, 46(5), pp. 596-619.
Banerjee, S., and Bhardwaj, P. (2019). Aligning marketing and sales in multi-channel marketing: Compensation design for online lead generation and offline sales conversion. Journal of Business Research, 105, pp. 293-305.
Bang, V. V., Joshi, S. L., and Singh, M. C. (2016). Marketing strategy in emerging markets: a conceptual framework. Journal of Strategic Marketing, 24(2), pp. 104-117.
Dadzie, K. Q., Amponsah, D. K., Dadzie, C. A., and Winston, E. M. (2017). How firms implement marketing strategies in emerging markets: An empirical assessment of the 4A marketing mix framework. Journal of Marketing Theory and Practice, 25(3), pp. 234-256.
Fabbe, K., Hazlett, C., and Sınmazdemir, T. (2019). A persuasive peace: Syrian refugees’ attitudes towards compromise and civil war termination. Journal of Peace Research, 56(1), pp. 103-117.
Goldschmidt Jr, A. (2018). A concise history of the Middle East. Routledge.
Hulland, J., Baumgartner, H., and Smith, K. M. (2018). Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), pp. 92-108.
Jackson, S. L. (2015). Research methods and statistics: A critical thinking approach. Cengage Learning.
Joshi, A., Kale, S., Chandel, S., and Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science and Technology, 7(4), p. 396.
Jordan. (2019). Central Intelligence Agency: The World Factbook (online). Retrieved from: [Accessed 10 Apr. 2019].
Kimpel, M., and Friedrich, C. (2015). The right pricing strategy for offline retailers when expanding into the online sales channel. Journal of Business and Retail Management Research, 9(2).
Maina, S. (2015). The Impact of Market Segmentation on The Sales Volume of a Company’s Product or Service. Journal Management, 7(11), pp. 132-139.
Manser, P. E., Peltier, J. W., and Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), pp. 185-197.
McIntyre, C., Melewar, T. C., and Dennis, C. (Eds.). (2016). Multi-channel marketing, branding, and retail design: New challenges and opportunities. Emerald Group Publishing Limited.
Pansari, A., and Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), pp. 294-311.
Rauch, E., Dallasega, P., and Matt, D. T. (2016). Sustainable production in emerging markets through Distributed Manufacturing Systems (DMS). J. of Cleaner Production, 135, pp. 127-138.
Ryan, C. R. (2018). Hashemite Kingdom of Jordan. In The government and politics of the Middle East and North Africa (pp. 111-136. Routledge.
Shahid, S., and Ayaz, R. (2018). Practicing Market Orientation for Customer Engagement: The Mediating Effect of Personalization and Multi-Channel Marketing.
Tian, S. B., and Da, C. H. E. N. (2016). “Hunger Marketing” Strategy and Its Application Research—Based on Apple Products. DEStech Transactions on Economics, Business and Management, (icem).
Yu, Y., Qiu, L., Chen, H., and Yen, B. P. (2018). Interplay between Traditional Media and Social Media: Moderating Role of Product Appeal. Available at SSRN 2630910.
Zhang, R. (2019). The Influence of Advertising on the Consumers’ Purchasing Decision. In 1st International Conference on Business, Economics, Management Science (BEMS 2019). Atlantis Press.