?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.
| ISBN: | 9783319113753 |
| Publication date: | 14th January 2015 |
| Author: | Stephanie Hintze |
| Publisher: | Springer an imprint of Springer International Publishing |
| Format: | Hardback |
| Pagination: | 259 pages |
| Series: | Contributions to Management Science |
| Genres: |
Sales and marketing Computer modelling and simulation Business innovation |
?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.
Value Chain Marketing features in the following genres: Sales and marketing, Computer modelling and simulation, Business innovation
Hardback. Not Available.
Value Chain Marketing was written by Stephanie Hintze and published by Springer an imprint of Springer International Publishing
Value Chain Marketing has 259 pages
Yes it is part of Contributions to Management Science series