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008			140416s2014 gw | s |||| 0|eng d
020			_a9783658055592 _9978-3-658-05559-2
024	7		_a10.1007/978-3-658-05559-2 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aSchönhoff, Alejandro-Marcel. _eauthor.
245	1	0	_aDoes Multi-stage Marketing Pay? _h[electronic resource] : _bCreating Competitive Advantages Through Multi-stage Marketing / _cby Alejandro-Marcel Schönhoff.
260		1	_aWiesbaden : _bSpringer Fachmedien Wiesbaden : _bImprint: Springer Gabler, _c2014.
300			_aXVII, 283 p. 35 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
490	1		_aBusiness-to-Business-Marketing
505	0		_aConceptualization and definition of MSM -- Generic types and instruments of MSM -- Effect mechanisms of MSM -- Implications for marketing research and practice.
520			_aSome 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 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‑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 Schönhoff is a sales manager in the industrial adhesives division of a consumer and industrial goods manufacturer in Düsseldorf, Germany.
650		0	_aEconomics.
650		0	_aMarketing.
650		0	_aMass media.
650	1	4	_aEconomics/Management Science.
650	2	4	_aMarketing.
650	2	4	_aMedia Management.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783658055585
830		0	_aBusiness-to-Business-Marketing
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-658-05559-2
912			_aZDB-2-SBE
942			_2ddc _cEBOOK
999			_c3370 _d3370