This study is a meta-analysis of how pull marketing actions influence the effectiveness of marketing actions employed by multichannel firms. Pull marketing actions are highly adaptable marketing actions designed to make multichannel distribution channel portfolios attractive. Integrating prior multichannel distribution literature, the authors investigate whether marketing actions’ effectiveness depends on pull marketing actions and their configuration with the distribution channel structure and attributes of customer, competition, and product category. The analysis that considers firm, data, and model attributes of the sampled studies reveals that marketing actions’ effectiveness is higher when multichannel firms use digital advertising and price promotions in all distribution channels. Price discrimination across channels does not improve marketing actions’ effectiveness. Furthermore, marketing actions’ effectiveness depends on how digital advertising and price promotions are aligned with channel variety, channel richness, customer experience, market competitiveness, and product purchase infrequency.

本研究对拉动营销行为如何影响多渠道公司所采用的营销行为的有效性进行了荟萃分析。拉动营销活动是高度适应性的营销活动，旨在使多渠道分销渠道组合更具吸引力。整合先前的多渠道分销文献，作者调查营销行动的有效性是否取决于拉动营销行动及其与客户、竞争和产品类别的分销渠道结构和属性的配置。考虑抽样研究的公司、数据和模型属性的分析表明，当多渠道公司在所有分销渠道中使用数字广告和价格促销时，营销行动的有效性更高。跨渠道的价格歧视并不能提高营销活动的有效性。此外，营销活动的有效性取决于数字广告和价格促销如何与渠道多样性、渠道丰富性、客户体验、市场竞争力和产品购买频率保持一致。