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

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:	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.

BASE: Homburg, Christian ; Wilczek, Halina ; Hahn, Alexander

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