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| Author: | Mohr, J. Nevin, J.R. |
| Title: | Communication strategies in marketing channels : a theoretical perspective. |
| Journal: | Journal of Marketing
1990 : OCT, VOL. 54:4, p. 36-51 |
| Index terms: | MARKETING CHANNELS COMMUNICATION DISTRIBUTION CHANNELS |
| Language: | eng |
| Abstract: | Communication difficulties are a prime cause for channel problems. A model of channel communication is presented representing the facets of frequency, direction, modality and content; the channel conditions of structure, climate and power; the channel outcomes of coordination, satisfaction, commitment and performance. A contingency theory is developed in which the level of channel outcomes obtained is contingent upon interaction among communication strategy and given channel conditions. The relations among channel conditions and the facets of communication are discussed. Channels with enhanced outcomes are ones in which the communication strategy fits the extant channel conditions. Other possible interactions are discussed. |
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