Does Multi-stage Marketing Pay? (Paperback)
Language: English
Published by Springer Fachmedien Wiesbaden, Dordrecht, 2014
- Softcover
- New
Seller: Grand Eagle Retail, Bensenville, IL, U.S.A.Grand Eagle Retail
AbeBooks seller since October 12, 2005
Condition: New
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Paperback. Some scholars propose that the concept of market orientation needs to be extended to encompass a companys indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multistage marketing (MSM). For BtoB 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 Schoenhoff 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. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.…
Seller Inventory # 9783658055585
- Title
- Does Multi-stage Marketing Pay? (Paperback)
- Author
- Alejandro-Marcel Schoenhoff
- Publisher
- Springer Fachmedien Wiesbaden, Dordrecht
- Publication year
- 2014
- Condition
- new
- Binding
- Paperback
- Language
- English
- ISBN 10
- 3658055588
- ISBN 13
- 9783658055585
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Grand Eagle Retail
Bensenville, IL, U.S.A.
AbeBooks seller since October 12, 2005
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