Does Multi-stage Marketing Pay? (Record no. 50807)
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| 000 -LEADER | |
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| fixed length control field | 03365nam a22004815i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 978-3-658-05559-2 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20200420211743.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140416s2014 gw | s |||| 0|eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9783658055592 |
| -- | 978-3-658-05559-2 |
| 082 04 - CLASSIFICATION NUMBER | |
| Call Number | 658.8 |
| 100 1# - AUTHOR NAME | |
| Author | Sch�onhoff, Alejandro-Marcel. |
| 245 10 - TITLE STATEMENT | |
| Title | Does Multi-stage Marketing Pay? |
| Sub Title | Creating Competitive Advantages Through Multi-stage Marketing / |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | XVII, 283 p. 35 illus. |
| 490 1# - SERIES STATEMENT | |
| Series statement | Business-to-Business-Marketing |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Remark 2 | Conceptualization and definition of MSM -- Generic types and instruments of MSM -- Effect mechanisms of MSM -- Implications for marketing research and practice. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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 multi‑stage 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 Sch�onhoff 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. Contents Conceptualization and definition of MSM Generic types and instruments of MSM Effect mechanisms of MSM Implications for marketing research and practice Target Groups Lecturers and students of business administration, specializing in marketing Marketing, sales, and general managers working in B‑to‑B markets The Author Alejandro-Marcel Sch�onhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in D�usseldorf, Germany. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://dx.doi.org/10.1007/978-3-658-05559-2 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | eBooks |
| 264 #1 - | |
| -- | Wiesbaden : |
| -- | Springer Fachmedien Wiesbaden : |
| -- | Imprint: Springer Gabler, |
| -- | 2014. |
| 336 ## - | |
| -- | text |
| -- | txt |
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| 337 ## - | |
| -- | computer |
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| -- | rdamedia |
| 338 ## - | |
| -- | online resource |
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| 347 ## - | |
| -- | text file |
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| -- | rda |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Business. |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Industrial management. |
| 650 14 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Business and Management. |
| 650 24 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Marketing. |
| 650 24 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Media Management. |
| 912 ## - | |
| -- | ZDB-2-SBE |
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