Value Chain Marketing
Download or Read eBook Value Chain Marketing PDF written by Stephanie Hintze and published by Springer. This book was released on 2014-12-26 with total page 271 pages. Available in PDF, EPUB and Kindle.
| Author | : Stephanie Hintze |
| Publisher | : Springer |
| Total Pages | : 271 |
| Release | : 2014-12-26 |
| ISBN-10 | : 9783319113760 |
| ISBN-13 | : 3319113763 |
| Rating | : 4/5 (60 Downloads) |
Book Synopsis Value Chain Marketing by : Stephanie Hintze
Book excerpt: 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.
