Multi-Stage Marketing: How to Approach the Customers' Customers in B2B Markets


Homburg, Christian ; Wilczek, Halina ; Hahn, Alexander


URL: https://www.bwl.uni-mannheim.de/media/Einrichtunge...
Additional URL: http://docplayer.net/2174949-Multi-stage-marketing...
Document Type: Working paper
Year of publication: 2013
The title of a journal, publication series: IMU Research Insights
Volume: 014
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > ABWL u. Marketing I (Homburg)
Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU)
Subject: 330 Economics
Abstract: Within B2B markets the customers’ demand is derived from the demand of subsequent market stages. Thus, B2B suppliers should also consider the customers’ customers within marketing & sales (multi-stage marketing).

Dieser Eintrag ist Teil der Universitätsbibliographie.




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Homburg, Christian ; Wilczek, Halina ; Hahn, Alexander (2013) Multi-Stage Marketing: How to Approach the Customers' Customers in B2B Markets. IMU Research Insights Mannheim 014 [Working paper]


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