Vedel, Mette; Geersbro, Jens; Ritter, Thomas - In: Journal of business market management : JBM 5 (2012) 1, pp. 1-20
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 missing. This paper...
