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

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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. 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 ...

Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance 2016, Springer

ISBN-13: 9783319384788

Softcover Reprint of the Origi edition

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Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance 2014, Springer International Publishing AG, Cham

ISBN-13: 9783319113753

Hardcover

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