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Books > Business & Economics > Business & management > Management of specific areas > Research & development management
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Value Chain Marketing - A Marketing Strategy to Overcome Immediate Customer Innovation Resistance (Hardcover, 2015 ed.)
Loot Price: R1,952
Discovery Miles 19 520
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Value Chain Marketing - A Marketing Strategy to Overcome Immediate Customer Innovation Resistance (Hardcover, 2015 ed.)
Series: Contributions to Management Science
Expected to ship within 12 - 17 working days
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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.
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