Value Chain Marketing
Value Chain Marketing
Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783319113753
Condition
New
Product Description
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 bookexplores the relevance of VCM andcomprehends its process; identifies the critical factors for suppliers marketing success, and compares the performance of VCM trials, usinga multi-method design linking case study research and computational modeling.
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