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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.

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)

The research uncovers an increase in the disapproval of Congress and a drop in public trust in government associated with exposed congressional corruption in the post-Watergate era. The tools Congress holds to punish members caught up in scandal are discussed and the chapter considers five major scandals to rock Congress since the 1970s. Importantly, we uncover evidence that government institutions and actors are somewhat resilient and can bounce back after experiencing negative public sentiment for a period of time. Yet, it seems in the aftermath of exposed corruption, the corresponding drop in public support has policy implications. We determine that movement in public disapproval of Congress and overall trust in government help explain public law output and the ability of Congress to pass its contemporary legislative agenda.