Code: 14563200

Value Chain Marketing

Name: Value Chain Marketing
Brand: Springer International Publishing AG
SKU: 14563200
Price: 58.56 EUR
Availability: InStock

by Stephanie Hintze

Language: English
Binding: Paperback
Number of pages: 259
Publisher: Springer International Publishing AG, 2016
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Book synopsis

żValue 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.

Book details

Book category Books in English Economics, finance, business & management Business & management Management & management techniques

58.56 €

Full title: Value Chain Marketing
Subtitle: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
Author: Stephanie Hintze
Language: English
Binding: Paperback
Number of pages: 259
EAN: 9783319384788
ISBN: 9783319384788
ID: 14563200
Publisher: Springer International Publishing AG
Weight: 4277 g
Dimensions: 235 × 155 × 15 mm
Date of publishing: 24. September 2016