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.
Management Decision – Emerald Publishing
Published: Jan 1, 1992