Business-to-Business-Marketing

Does Multi-stage Marketing Pay?

Creating Competitive Advantages Through Multi-stage Marketing

Authors: Schönhoff, Alejandro-Marcel

  • Publication in the field of economic sciences

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eBook $69.99
price for USA (gross)
  • ISBN 978-3-658-05559-2
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $89.99
price for USA
  • ISBN 978-3-658-05558-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

Alejandro-Marcel Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany.

Table of contents (6 chapters)

  • Introduction

    Schönhoff, Alejandro-Marcel

    Pages 1-4

  • MSM and its consequences

    Schönhoff, Alejandro-Marcel

    Pages 5-40

  • Effect mechanisms of MSM

    Schönhoff, Alejandro-Marcel

    Pages 41-85

  • Research methodology

    Schönhoff, Alejandro-Marcel

    Pages 87-133

  • Results and hypotheses assessment

    Schönhoff, Alejandro-Marcel

    Pages 135-198

Buy this book

eBook $69.99
price for USA (gross)
  • ISBN 978-3-658-05559-2
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $89.99
price for USA
  • ISBN 978-3-658-05558-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Does Multi-stage Marketing Pay?
Book Subtitle
Creating Competitive Advantages Through Multi-stage Marketing
Authors
Series Title
Business-to-Business-Marketing
Copyright
2014
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-05559-2
DOI
10.1007/978-3-658-05559-2
Softcover ISBN
978-3-658-05558-5
Edition Number
1
Number of Pages
XVII, 283
Number of Illustrations and Tables
35 b/w illustrations
Topics