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Value Chain Marketing

A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

Produktform: Buch / Einband - fest (Hardcover)

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.weiterlesen

Dieser Artikel gehört zu den folgenden Serien

Sprache(n): Englisch

ISBN: 978-3-319-11375-3 / 978-3319113753 / 9783319113753

Verlag: Springer International Publishing

Erscheinungsdatum: 14.01.2015

Seiten: 259

Auflage: 1

Autor(en): Stephanie Hintze

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