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64 Part 1 Introduction

Service Usage
8. Gartner (www.gartner.com) Another research service, in this case
focusing on technology adoption. See also
Jupiter Research (www.jupiterresearch.com)
which often has good reports on e-mail
marketing best practice.
9. Internet or Interactive Advertising Research focusing on investment in different
Bureau (IAB) US: www.iab.net, digital media channels, in particular display
UK: www.iab.uk.net, ads and search marketing.
Europe: www.iabeurope.eu
(see also www.eiaa.net)
10. Internet Media in Retail Group The IMRG has compilations on online
(IMRG) (www.imrg.org) e-commerce expenditure and most popular
retailers in the UK.

Marketplace channel structures describe the way a manufacturer or selling organization
delivers products and services to its customers. Typical channel structures between business
and consumer organizations are shown in Figure 2.5.
A distribution channel will consist of one or more intermediaries such as wholesalers and
retailers. For example, a music company is unlikely to distribute its CDs directly to retailers,
but will use wholesalers who have a large warehouse of titles which are then distributed to
individual branches according to demand. Of course, today they can distribute digital tracks
straight to online retailers such as iTunes and Napster, a major change to their channel strat-
egy. Bands can even bypass retailers and sell direct; for example, in 2008 Radiohead released
their In Rainbows album direct from their site, allowing purchasers to name their own price!

Channel Channel
partners partners
(suppliers) (organization)

Consumer
Suppliers Organization
customers

Key
Business-to-consumer (B2C) transactions Business
customers
Business-to-business (B2B) transactions

Suppliers Intermediaries Customers

B2B and B2C interactions between an organization, its suppliers and its
Figure 2.5
customers