Does Multi-stage Marketing Pay? Creating Competitive Advantages Through Multi-stage Marketing /

• Main Author: Schönhoff, Alejandro-Marcel (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2014.
• Series: Business-to-Business-Marketing
• Subjects: Business.; Marketing.; Industrial management.; Business and Management.; Media Management.

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 cons...

Table of Contents:

• Conceptualization and definition of MSM
• Generic types and instruments of MSM
• Effect mechanisms of MSM
• Implications for marketing research and practice.