Market signalling: a review

Abstract

Marketing signals are communication vehicles which provide information beyond the mere form of the message ‐ a message within a message. These signals can be sent to competitors, customers, suppliers, or other interested stakeholders (e.g., government, stockholders, community). Discusses marketing signals and the advantages and disadvantages of market signalling. Provides the results of a study of business market signalling, and offers recommendations on how a firm can signal more effectively to its customers and competitors.

Citation

Herbig, P. (1996), "Market signalling: a review", Management Decision, Vol. 34 No. 1, pp. 35-45. https://doi.org/10.1108/00251749610106954