Interconnected levels of multi-stage marketing: A triadic approach

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Vedel, Mette; Geersbro, Jens; Ritter, Thomas;
  • Publisher: Freie Universit├Ąt Berlin, Marketing-Department Berlin
  • Journal: jbm - Journal of Business Market Management,volume 5,issue 1,pages1-20
  • Subject: multi-stage marketing | triadic relationships | multi-stage marketing,triadic relationships,intermediaries,interconnections | intermediaries | interconnections
    • ddc: ddc:650

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 missi... View more
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