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Does Multi-stage Marketing Pay? [electronic resource] : Creating Competitive Advantages Through Multi-stage Marketing / by Alejandro-Marcel Sch�onhoff.

By: Sch�onhoff, Alejandro-Marcel [author.].
Contributor(s): SpringerLink (Online service).
Material type: materialTypeLabelBookSeries: Business-to-Business-Marketing: Publisher: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2014Description: XVII, 283 p. 35 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783658055592.Subject(s): Business | Marketing | Industrial management | Business and Management | Marketing | Media ManagementAdditional physical formats: Printed edition:: No titleDDC classification: 658.8 Online resources: Click here to access online
Contents:
Conceptualization and definition of MSM -- Generic types and instruments of MSM -- Effect mechanisms of MSM -- Implications for marketing research and practice.
In: Springer eBooksSummary: 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.
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Conceptualization and definition of MSM -- Generic types and instruments of MSM -- Effect mechanisms of MSM -- Implications for marketing research and practice.

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.

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