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Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance. Softcover reprint of the original 1st ed. 2015
・ISBN 978-3-319-38478-8 paper EUR 49.99
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| 著者・編者 | Hintze, Stephanie, |
|---|---|
| シリーズ | (Contributions to Management Science) |
| 出版社 | (Springer International Publishing AG, SZ) |
| 出版年月 | 2016 |
| ページ数 | 259 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A05-49280＞ |
解説
?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.