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Customers in business-to-business markets are sellers of goods and services on their own. Thus, business-to-business suppliers may exert an influence on their customers’ buying decisions when performing marketing activities toward the customers of the customers by employing the concept of “multistage marketing”. Multi-stage marketing involves all sales-related measures which are aimed at the subsequent market stages (“customers of the customer”) which follow one or several primary customers in order to influence the buying behavior of these primary customers. Although the positive impacts of such activities are known, business-to-business companies often exclude the customers further along in the downstream supply chain from their marketing plans. But in a business-to-business context, the demand is always derived from buying decisions made further down the supply chain. The primary customers buy products or services because they want to use them – directly or indirectly – for either the production or the sale of other goods and services. Hence, derived demand, which can be traced to the end-user's primary demand, can be seen as the basis of multistage marketing.

The most common form of multistage marketing is ingredient (co-)branding, which occurs when a marketer providing an ingredient or component to an OEM advertises the ingredient to the customer of the assembled product. In addition to ingredient branding, this chapter identifies several other forms of multistage marketing and examines the underlying dimensions and processes of the phenomenon. The design of a marketing strategy using the concept of multistage marketing and its preconditions are discussed on a theoretical basis and are illustrated through concrete examples. The chapter provides a number of best practice examples in order to elucidate the issues concerning multistage marketing and its application in a company's marketing strategy serving business-to-business markets.

Following this introduction, the Chapter 2, “A Note on Knowledge Development in Marketing,” by Amjad Hajikhani and Peter LaPlaca, examines four themes in the development of marketing management knowledge. The discussion initially considers the scientific basis for the marketing discipline, then the academic divide between academic researchers and marketing managers.

This work concerns the electrodeposition of highly pure brushite (CaHPO₄·2H₂O) on titanium alloy substrates and the transformation of the brushite to hydroxyapatite (HAp) Ca₁₀(PO₄)₆(OH)₂ as a coating for orthopaedic implants. Thus, the electrodeposition of electrolyte containing calcium nitrate and ammonium hydrogen phosphate was carried out. The influences of the substrate surface treatment, the electroplating conditions (bath composition, current density, pH value and temperature) and the hydrothermal post treatment conditions on the deposition rate, the throwing power, the adhesion, the morphology and the structure of the coating were evaluated. High adhesion bond strength (around 23 mPa) was achieved on a rough clean substrate, which is slightly higher than plasma sprayed HAp coating on titanium alloy.

The purpose of this paper is twofold: to identify, evaluate and structure the research that focusses on omni-channel retailing from the perspective of logistics and supply chain management; and to reveal the intellectual foundation of omni-channel retailing research.

The paper applies a multi-method approach by conducting a content-analysis-based literature review of 70 academic papers. Based on the reference lists of these papers, the authors performed a citation and co-citation analysis based on the 34 most frequently cited papers. This analysis included multidimensional scaling, a cluster analysis and factor analysis.

The study reveals the limited consideration of logistics and supply chain management literature in the foundation of the omni-channel retailing research. Further, the authors see a dominance of empirical research as compared to conceptual and analytical research. Overall, there is a focus on the Western retail context in this research field. The intellectual foundation is embedded in the marketing discipline and can be characterised as lacking a robust theoretical foundation.

The contribution of this research is identifying, evaluating and structuring the literature of omni-channel research and providing an overview of the state of the art of this research area considering its interdisciplinary nature. This paper thus supports researchers looking to holistically comprehend, prioritise and use the underpinning literature central to the phenomena of omni-channel retailing. For practitioners and academics alike, the findings can trigger and support future research and an evolving understanding of omni-channel retailing.

This paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games, this campaign capitalized on recent cultural trends by focusing on multicultural inclusivity and the idea that sport could contribute to world peace. Using this campaign as our case study, we demonstrate the possibilities for both local consumption and interpretation of a global campaign within the specific cultural context of the United States.

In this chapter, how the occupational stress process changes over the life course and how this may intersect with observed generational differences are examined. This is done by jointly reviewing studies on occupational well-being that adopted the theoretical lens of generational or lifespan developmental perspectives; the two perspectives are closely related and have the potential to better inform one another because both consider chronological age to be a pivotal factor driving individual differences in work values, attitudes and well-being. However, these perspectives have yet to be simultaneously considered in a review of occupational well-being research, leaving scholars wondering whether they overlap, and if so, in which area. It is hoped that juxtaposition of the two disparate bodies of literature can better inform the convergence and divergence of findings on worker well-being scattered across the two literatures. In this chapter, (a) generational differences in job satisfaction, (b) how work characteristics may differentially affect job satisfaction in workers across generations, (c) how work contexts may differentially impact job satisfaction across generations, (d) generational differences in work-family interface, and lastly, (e) recent developments in the field are discussed. Although extant research on the first topic, generational differences in job satisfaction, has shown some consistent evidence, research findings in the subsequent topics remain relatively inconsistent. Based on our review, it is concluded that additional research is needed to expand our understanding of the role of generation and chronological age in workers’ occupational well-being.

Researcher Highlight: Dr. Carter G. Woodson (1875–1950)