What is the first step in building a channel communication strategy?
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38 Citations | The strategic communication stages of formative research, strategy, tactics, and evaluation provide campaign guidance for communicating messages, but less direction is available for the specific tactics of channel selection and message delivery. |
12 Citations | (2) The communication channel is optimal. |
19 Citations | Therefore, to utilise the potential of the e-channel, a service provider strategy of channel mix and channel integration is suggested. |
16 Citations | Second, a channel coordinative price strategy can be utilized to further improve the performance of whole channel. |
| The alignment of channel measures with business strategy should result in more effective and efficient use of channel resources. | |
387 Citations | The decision process and implementation of a multi‐channel strategy could be simplified if businesses understood what drives consumers to a single channel, multiple channels, and which channels are preferred. |
20 Jun 1994 106 Citations | Small examples show how channel communication is convenient for creating compact and comprehensive models. |
16 Citations | From a practical standpoint, our findings suggest guidelines for channel strategy. |
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