Value Chain Marketing - E-book

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Value Chain Marketing - ENG

A Marketing Strategy To Overcome Immediate Customer Innovation Resistance

Stephanie Hintze

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Sinopsis

ISBN:	9783319113760
Formato:	ePub
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2014-12-26

â€‹Value Chain Marketing (VCM) is a promising strategy to overcome immediate customersâ€™ innovation resistance. By pursuing VCM, material suppliers enlarge their target group beyond their immediate customers and address their downstream customers as well. Treading on relatively unexplored grounds, this bookÂ explores the relevance of VCM andÂ comprehends its process; identifies the critical factors for suppliersâ€™ marketing success, and compares the performance of VCM trials, usingÂ a multi-method design linking case study research and computational modeling.

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