| Abstract: | The marketing mix taxonomy by classifying marketing communications according to how they are controlled by the marketer. The proposed definition of 'marketing communications' and 'communication channels' is customer-focused in contrast to the prevailing marketer-focused interpretations in the literature. This definition calls attention to the sources of information received by customers, some of which are only weakly controlled by the marketer. The control of communication channels is conceived in terms of five types-supervisory, contractual, agency, relational and informal. |
