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- W4240981385 abstract "Though the marketing literature acknowledges that communication plays a vital role in channel functioning, it provides no integrated theory for channel communication. The authors build a theoretical model to help understand the role of communication in marketing channels. They propose a contingency theory in which communication strategy moderates the impact of channel conditions (structure, climate, and power) on channel outcomes (coordination, satisfaction, commitment, and performance). When a communication strategy matches the channel conditions, channel outcomes will be enhanced in comparison with the outcomes when a communication strategy mismatches channel conditions." @default.
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- W4240981385 date "1990-10-01" @default.
- W4240981385 modified "2023-10-10" @default.
- W4240981385 title "Communication Strategies in Marketing Channels: A Theoretical Perspective" @default.
- W4240981385 doi "https://doi.org/10.2307/1251758" @default.
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