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Does Multi-stage Marketing Pay?
Alejandro-Marcel Schonhoff
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Description for Does Multi-stage Marketing Pay?
Paperback. Series: Business-to-Business-Marketing. Num Pages: 300 pages, 35 black & white illustrations, 16 black & white tables, biography. BIC Classification: KJS; KNT. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 17. Weight in Grams: 401.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2014
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
300
Condition
New
Series
Business-to-Business-Marketing
Number of Pages
283
Place of Publication
, Germany
ISBN
9783658055585
SKU
V9783658055585
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Alejandro-Marcel Schonhoff
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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