Which types of multi-stage marketing increase direct customers’ willingness-to-pay? Evidence from a scenario-based experiment in a B2B setting
Author: | Ingmar Geiger, Florian DostORCiD, Alejandro Schönhoff, Michael Kleinaltenkamp |
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DOI: | https://doi.org/10.1016/j.indmarman.2015.02.042 |
ISSN: | 0019-8501 |
Title of the source (English): | Industrial Marketing Management |
Document Type: | Scientific journal article peer-reviewed |
Language: | English |
Year of publication: | 2015 |
Volume/Year: | 47 |
Issue number: | 2 |
First Page: | 175 |
Last Page: | 189 |
Faculty/Chair: | Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Marketing |