IMPORTANCE OF DISTRIBUTION strongCHANNELSstrong - MARKETING strongCHANNELSstrong - FOR.pdfVIP

Professor Zdenko Segetlija, PhD University of J.J.Strossmayer, Faculty of Economics in Osijek 31 000 Osijek, Gajev trg 7, Croatia Tel. 00385 31 224 400; Fax: 00385 31 211 604 E-mail: seget@efos.hr Professor Josip Mesarić, PhD University of J.J.Strossmayer, Faculty of Economics in Osijek 31 000 Osijek, Gajev trg 7, Croatia Tel. 00385 31 224 400; Fax: 00385 31 211 604 E-mail: mesaric@efos.hr Davor Dujak, MSc University of J.J.Strossmayer, Faculty of Economics in Osijek 31 000 Osijek, Gajev trg 7, Croatia Tel. 00385 31 224 400; Fax: 00385 31 211 604 E – mail: ddujak@efos.hr IMPORTANCE OF DISTRIBUTION CHANNELS - MARKETING CHANNELS - FOR NATIONAL ECONOMY ABSTRACT The paper starts from the importance of merchandise distribution and distribution channels and mutual relationships of the participants in them. Development of distribution channels based on the concentration processes and integration of functions is emphasized. In this context, the position of retail in distribution system is defined in terms of its business units and new elements in their design related to the application of certain business models. The authors try to give hints for finding ways to create new forms of distribution channels and retail business units in the respective national economies. The foundations for such considerations are the theoretical assumptions about the development of new forms of retail business units, as well as contemporary problems in the functioning of retail systems in individual countries. The basis for this development lies in new technological possibilities, i.e. opportunities offered by modern information technologies and new understanding of the connection between physical commodity