Erschienen: 07.05.2014 Abbildung von Schönhoff | Does Multi-stage Marketing Pay? | 1. Auflage | 2014 |


Does Multi-stage Marketing Pay?

Creating Competitive Advantages Through Multi-stage Marketing

Buch. Softcover

2014. 2014

xvii, 283 S. 35 s/w-Abbildungen, 16 s/w-Tabelle, Bibliographien.

In englischer Sprache

Springer Gabler. ISBN 978-3-658-05558-5

Format (B x L): 14,8 x 21 cm

Gewicht: 401 g

Das Werk ist Teil der Reihe: Business-to-Business-Marketing


Some scholars propose that the concept of market orientation needs to be extended to encompass a company’s indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multi-stage marketing (MSM). For B-to-B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schönhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers’ willingness-to-pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness-to-pay, whereas non-collaborative MSM has a negative effect on direct customers’ satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers’ market power toward their own customers. Contents - Conceptualization and definition of MSM - Generic types and instruments of MSM - Effect mechanisms of MSM - Implications for marketing research and practice Target Groups - Lecturers and students of business administration, specializing in marketing - Marketing, sales, and general managers working in B-to-B markets The Author Alejandro-Marcel Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany.

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