TY  - JOUR
AB  - 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 channel exist and must be
managed by different forms of co‐operative strategy. Points out the
significance of referral channels to a firm′s environmental analysis and
business‐unit strategic planning.
VL  - 30
IS  - 1
SN  - 0025-1747
DO  - 10.1108/EUM0000000000089
UR  - https://doi.org/10.1108/EUM0000000000089
AU  - Herriott Scott R.
PY  - 1992
Y1  - 1992/01/01
TI  - Identifying and Developing Referral Channels
T2  - Management Decision
PB  - MCB UP Ltd
Y2  - 2024/09/19
ER  -