Description

Book Synopsis
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.

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

Does Multi-stage Marketing Pay?: Creating

    Product form

    £42.74

    Includes FREE delivery

    RRP £44.99 – you save £2.25 (5%)

    Order before 4pm today for delivery by Sat 8 Aug 2026.

    A Paperback / softback by Alejandro-Marcel Schönhoff

    1 in stock

      Trusted by thousands of customers. See 2,385+ Customer Reviews

      View other formats and editions of Does Multi-stage Marketing Pay?: Creating by Alejandro-Marcel Schönhoff

      Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
      Publication Date: Publication Date: 07/05/2014
      ISBN13: 9783658055585, 978-3658055585
      ISBN10: 3658055588
      Also in:
      Sales and marketing

      Description

      Book Synopsis
      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.

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

      Recently viewed products

      © 2026 Book Curl

        • American Express
        • Apple Pay
        • Diners Club
        • Discover
        • Google Pay
        • Maestro
        • Mastercard
        • PayPal
        • Shop Pay
        • Union Pay
        • Visa

        Login

        Forgot your password?

        Don't have an account yet?
        Create account