Does Multi-stage Marketing Pay? : Creating Competitive Advantages Through Multi-stage Marketing

Language: English

Published by Springer Vieweg, 2014

3658055588 / 9783658055585

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Druck auf Anfrage Neuware - Printed after ordering - 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 multistage 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.

Seller Inventory # 9783658055585

Title
Does Multi-stage Marketing Pay? : Creating Competitive Advantages Through Multi-stage Marketing
Author
Alejandro-Marcel Schönhoff
Publisher
Springer Vieweg
Publication year
2014
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3658055588
ISBN 13
9783658055585
Item weight
396 grams
Dimensions
210x148x17 mm

AHA-BUCH GmbH

Einbeck, Germany

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AbeBooks seller since August 14, 2006

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