cam a22 2 4500 317112910 CHVBK 20201009031812.0 cr nn|008mamaa 140416s2014 xx -----s---- 0 0-eng-d 978-3-658-05558-5 print 978-3-658-05559-2 eISBN 10.1007/978-3-658-05559-2 doi (OCoLC)885222081 (IDSSG)000656026 Springer ger SzZuIDS HSG kids HF5410-5417.5 BUS043000 bisacsh 658.8 23 CH00163D5BA79A8774ACAC1257F0700706E63 iCapture Does Multi-stage Marketing Pay? Creating Competitive Advantages Through Multi-stage Marketing by Alejandro-Marcel Schönhoff Wiesbaden Springer Fachmedien Wiesbaden 2014 Online-Ressource Text txt rdacontent/ger Computermedien c rdamedia/ger Online-Ressource cr rdacarrier/ger 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 multi‑stagemarketing (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‑collaborativeMSM 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 Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany. Economics Marketing Mass media Schönhoff Alejandro-Marcel https://doi.org/10.1007/978-3-658-05559-2 Volltext für Angehörige der Universität St. Gallen / FHS St. Gallen BK020053 XK020053 XK020000 noalma ids I IDSSG HSG HSG ONL HONL000656026 IDSSG HFHS HFHS ONL HONL000656026 IDSSG 490 0- Business-to-Business-Marketing IDSSG 700 1- Schönhoff Alejandro-Marcel IDSSG 856 4- https://doi.org/10.1007/978-3-658-05559-2 Volltext für Angehörige der Universität St. Gallen / FHS St. Gallen SWISSBIB 317112910