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Titlebook: Does Multi-stage Marketing Pay?; Creating Competitive Alejandro-Marcel Sch?nhoff Book 2014 Springer Fachmedien Wiesbaden 2014 Derived deman

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發(fā)表于 2025-3-21 19:50:25 | 只看該作者 |倒序?yàn)g覽 |閱讀模式
書目名稱Does Multi-stage Marketing Pay?
副標(biāo)題Creating Competitive
編輯Alejandro-Marcel Sch?nhoff
視頻videohttp://file.papertrans.cn/283/282357/282357.mp4
概述Publication in the field of economic sciences.Includes supplementary material:
叢書名稱Business-to-Business-Marketing
圖書封面Titlebook: Does Multi-stage Marketing Pay?; Creating Competitive Alejandro-Marcel Sch?nhoff Book 2014 Springer Fachmedien Wiesbaden 2014 Derived deman
描述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 Sch?nhoff 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.
出版日期Book 2014
關(guān)鍵詞Derived demand; Limit conjoint analysis; Market orientation; Pull strategy; Willingness-to-pay
版次1
doihttps://doi.org/10.1007/978-3-658-05559-2
isbn_softcover978-3-658-05558-5
isbn_ebook978-3-658-05559-2
copyrightSpringer Fachmedien Wiesbaden 2014
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Business-to-Business-Marketinghttp://image.papertrans.cn/e/image/282357.jpg
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Transport, Land-Use and the Environmentarket stages does not imply that he has the ambition to create value on each of those stages. Consequently, the possible effects of MSM do not generally apply. According to their value creation potential on different market stages, it is possible to distinguish different generic types of MSM. In sec
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https://doi.org/10.1007/978-1-4757-2475-2end 2010, pp. 12). In section 4.1, I describe the research design, including my reflections on the linkage between the research design and its theory, the collection of data, an experiment as the appropriate type of research design, as well as its exogenous variables. The following two sections focu
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https://doi.org/10.1007/978-3-662-10579-5 steps I took to prepare the data for empirical hypothesis testing. Section 5.2 contains an evaluation of the validity of the MSM experiment. I have structured the rest of this chapter according to the hypothesized effects I presented in chapter 3. First is an analysis of the . of the relationship b
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