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Title:Interconnected levels of multi-stage marketing: A triadic approach PDF Logo
Authors:Vedel, Mette
Geersbro, Jens
Ritter, Thomas
Issue Date:2012
Citation:[Journal:] jbm - Journal of Business Market Management [Volume:] 5 [Year:] 2012 [Issue:] 1 [Pages:] 1-20
Abstract:Multi-stage marketing gains increasing attention as knowledge of and influence on the customer's customer become more critical for the firm's success. Despite this increasing managerial relevance, systematic approaches for analyzing multi-stage marketing are still missing. This paper conceptualizes different levels of multi-stage marketing and illustrates these stages with a case study. In addition, a triadic perspective is introduced as an analytical tool for multi-stage marketing research. The results from the case study indicate that multi-stage marketing exists on different levels. Thus, managers must not only decide in general on the merits of multi-stage marketing for their firm, but must also decide on which level they will engage in multi-stage marketing. The triadic perspective enables a rich and multi-dimensional understanding of how different business relationships influence each other in a multi-stage marketing context. This understanding assists managers in assessing and balancing different aspects of multi- stage marketing. The triadic perspective also offers avenues for further research.
Subjects:multi-stage marketing
triadic relationships
intermediaries
interconnections
Persistent Identifier of the first edition:urn:nbn:de:0114-jbm-v5i1.43
Creative Commons License:http://creativecommons.org/licenses/by-nd/3.0/
Document Type:Article
Appears in Collections:jbm - Journal of Business Market Management

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