Does Multi stage Marketing Pay is popular PDF and ePub book, written by Alejandro-Marcel Schönhoff in 2014-04-16, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Does Multi stage Marketing Pay can be Read Online from any device for your convenience.
Does Multi stage Marketing Pay Book PDF Summary
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 multistage 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.
Detail Book of Does Multi stage Marketing Pay PDF
- Author : Alejandro-Marcel Schönhoff
- Release : 16 April 2014
- Publisher : Springer Science & Business
- ISBN : 9783658055592
- Genre : Business & Economics
- Total Page : 297 pages
- Language : English
- PDF File Size : 19,9 Mb
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