Marketing communication: principles and practice

S O C I A L C O M M U N I C A T O R
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CHANNEL
CONDITIONS
Patterns of exchange
Work climate
Power conditions
COMMUNICATION
STRATEGY
Amount of exchange
Patterns of contact
Mode of communicating
Subject/topic
Coordination
Satisfaction
Commitment
CHANNEL
OUTCOMES
PERFORMANCE
Figure 7.6
Influences on distribution channel performance
Source
: Based on Mohr and Nevin, 1990
Table 7.8
Communication strategies in differing channel conditions
Collaborative communication strategy
Autonomous communication strategy
Interaction is frequent and prolonged 
Interaction is infrequent and mostly 
with bi-directional flows of data 
uni-directional and formal, 
through informal media, and direct 
concentrating on indirect efforts to 
efforts to change behaviour through 
change the beliefs and attitudes 
requests, recommendations, promises,
about the desirability of intended 
and appeals to legal obligations
behaviour with no specific request for
The structure is relational (joint 
action (e.g. discussion of general 
planning, long-term perspective on 
business issues and operating 
high interdependence) with a 
procedures)
supportive climate and a symmetrical
The structure is centred on discrete
balance of power.
exchanges on an ad hoc basis with a 
short-term orientation and low 
interdependence
Source
: Based on Mohr and Nevin, 1990

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All of the decisions and activities of the marketing system require the
application of Covey’s golden rule for social competence:
seek to understand before seeking to be understood.