Libro Does Multi-Stage Marketing Pay? Creating Competitive Advantages Through Multi-Stage Marketing (Busin De Alejandro-Marcel Schönhoff

portada Does Multi-Stage Marketing Pay? Creating Competitive Advantages Through Multi-Stage Marketing (Business-To-Business-Marketing)

Formato

Libro Físico

Editorial

Springer Gabler

Autor

Alejandro-Marcel Schönhoff

Año

2014

Idioma

Inglés

N° páginas

283

Encuadernación

Tapa Blanda

ISBN13

9783658055585

N° edición

2014

Categorías

Técnicas de gestión empresarial

Does Multi-Stage Marketing Pay? Creating Competitive Advantages Through Multi-Stage Marketing (Business-To-Business-Marketing)

Alejandro-Marcel Schönhoff (Autor) · Springer Gabler · Tapa Blanda

Sin Stock

Reseña del libro "Does Multi-Stage Marketing Pay? Creating Competitive Advantages Through Multi-Stage Marketing (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 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.