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Value Chain Marketing
Stephanie Hintze
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Description for Value Chain Marketing
Hardback. Value Chain Marketing Series: Contributions to Management Science. Num Pages: 279 pages, 91 black & white illustrations, biography. BIC Classification: KJMV6; KJS; UGK. Category: (P) Professional & Vocational. Dimension: 235 x 155 x 18. Weight in Grams: 584.
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.
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.
Product Details
Format
Hardback
Publication date
2014
Publisher
Springer International Publishing AG Switzerland
Number of pages
279
Condition
New
Series
Contributions to Management Science
Number of Pages
259
Place of Publication
Cham, Switzerland
ISBN
9783319113753
SKU
V9783319113753
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Stephanie Hintze
Stephanie Hintze graduated under the supervision of Prof. Dr. Christian Lüthje at Hamburg University of Technology (TUHH). She worked at the Institute of Innovation Marketing.
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