Does Multi-stage Marketing Pay?: Creating Competitive Advantages Through Multi-stage Marketing (Business-to-Business-Marketing)
By Alejandro-Marcel Schönhoff.
Description
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 me...
ISBN(s)
3658055588, 9783658055585
