Value Chain Marketing : A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
Softcover reprint of the original 1st ed. 2015
Book Details
Format
Paperback / Softback
Book Series
Contributions to Management Science
ISBN-10
3319384783
ISBN-13
9783319384788
Edition
Softcover reprint of the original 1st ed. 2015
Publisher
Springer International Publishing AG
Imprint
Springer International Publishing AG
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Sep 24th, 2016
Print length
259 Pages
Product Classification:
Sales & marketing managementSales and marketing management
Ksh 8,100.00
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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.
?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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