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

Homburg, Christian ; Wilczek, Halina ; Hahn, Alexander

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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: Institut für Marktorientierte Unternehmensführung, Universität Mannheim
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
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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