haku: @indexterm VERTICAL INTEGRATION / yhteensä: 190
viite: 105 / 190
| Tekijä: | Herriott, S. R. |
| Otsikko: | Identifying and developing referral channels |
| Lehti: | Management Decision
1992 : VOL. 30:1, p. 4-9 |
| Asiasana: | DISTRIBUTION CHANNELS INFORMATION MARKETING INFORMATION CUSTOMERS STRATEGY VERTICAL INTEGRATION |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA