Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

Value Chain Marketing A Marketing Strategy to Overcome Immediate Customer Innovation Resistance / by Stephanie Hintze.

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...

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Bibliographic Details
Main Author: Hintze, Stephanie (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
Edition:1st ed. 2015.
Series:Contributions to Management Science,
Springer eBook Collection.
Subjects:
Marketing.
Management.
Industrial management.
Computer simulation.
Electronic resources (E-books)
Online Access:Click to view e-book
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Call Number: E-Book
Status: Available

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