search query: @author Herriott, S. R. / total: 2
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| Author: | Herriott, S. R. |
| Title: | Identifying and developing referral channels |
| Journal: | Management Decision
1992 : VOL. 30:1, p. 4-9 |
| Index terms: | DISTRIBUTION CHANNELS INFORMATION MARKETING INFORMATION CUSTOMERS STRATEGY VERTICAL INTEGRATION |
| Language: | eng |
| Abstract: | A referral channel is a special type of information channel, one that is missing in standard discussions of the promotional mix. In a referral channel, one firm is in a position to give information about another firm's products to potential customers of the latter. Qualitatively different types of referral channels exist and must be managed by different forms of co-operative strategy. A taxonomy of referral channels is presented. Strategy in a referral channel centres on the method by which the referrer and referree co-ordinate their behaviour. Non contractual relations are possible. Vertical integration up the channel is sometimes necessary. The strategy that works best depends on the type of channel. |
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