Communication Policy

Chapter 24 deals with communication policy. First, the basics of this topic, such as the general communication process and its instruments, are presented. Communication policy in vertical marketing is then considered. In particular, strategies and the differences in communication with regard to end consumers and sales intermediaries are explained. The chapter concludes with the communication policy in multichannel marketing. In particular, a distinction is made between standardization and differentiation. In addition, the integrated communication policy in multichannel marketing is explained.