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Identifying and Developing Referral Channels

Identifying and Developing Referral Channels A referral channel is a special type of information channel, onethat is missing in standard discussions of the promotional mix. In areferral channel, one firm is in a position to give information aboutanother firms products to potential customers of the latter.Qualitatively different types of referral channel exist and must bemanaged by different forms of cooperative strategy. Points out thesignificance of referral channels to a firms environmental analysis andbusinessunit strategic planning. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Identifying and Developing Referral Channels

Management Decision , Volume 30 (1) – Jan 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/EUM0000000000089
Publisher site
See Article on Publisher Site

Abstract

A referral channel is a special type of information channel, onethat is missing in standard discussions of the promotional mix. In areferral channel, one firm is in a position to give information aboutanother firms products to potential customers of the latter.Qualitatively different types of referral channel exist and must bemanaged by different forms of cooperative strategy. Points out thesignificance of referral channels to a firms environmental analysis andbusinessunit strategic planning.

Journal

Management DecisionEmerald Publishing

Published: Jan 1, 1992

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