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Value Chain Marketing - A Marketing Strategy to Overcome Immediate Customer Innovation Resistance (Paperback, Softcover reprint of the original 1st ed. 2015) Loot Price: R2,331
Discovery Miles 23 310
Repayment Terms: R218 pm x 12*
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Value Chain Marketing - A Marketing Strategy to Overcome Immediate Customer Innovation Resistance (Paperback, Softcover reprint...

Value Chain Marketing - A Marketing Strategy to Overcome Immediate Customer Innovation Resistance (Paperback, Softcover reprint of the original 1st ed. 2015)

Stephanie Hintze

Series: Contributions to Management Science

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Loot Price R2,331 Discovery Miles 23 310 | Repayment Terms: R218 pm x 12*

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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.

General

Imprint: Springer International Publishing AG
Country of origin: Switzerland
Series: Contributions to Management Science
Release date: September 2016
First published: 2015
Authors: Stephanie Hintze
Dimensions: 235 x 155 x 15mm (L x W x T)
Format: Paperback
Pages: 259
Edition: Softcover reprint of the original 1st ed. 2015
ISBN-13: 978-3-319-38478-8
Categories: Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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LSN: 3-319-38478-3
Barcode: 9783319384788

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