Value Chain Marketing

A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

Business & Finance, Management & Leadership, Production & Operations Management, Marketing & Sales
Cover of the book Value Chain Marketing by Stephanie Hintze, Springer International Publishing
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Author: Stephanie Hintze ISBN: 9783319113760
Publisher: Springer International Publishing Publication: December 26, 2014
Imprint: Springer Language: English
Author: Stephanie Hintze
ISBN: 9783319113760
Publisher: Springer International Publishing
Publication: December 26, 2014
Imprint: Springer
Language: English

​Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers’ 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 book explores the relevance of VCM and comprehends its process; identifies the critical factors for suppliers’ marketing success, and compares the performance of VCM trials, using a multi-method design linking case study research and computational modeling.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

​Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers’ 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 book explores the relevance of VCM and comprehends its process; identifies the critical factors for suppliers’ marketing success, and compares the performance of VCM trials, using a multi-method design linking case study research and computational modeling.

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