Value Chain Marketing

Name: Value Chain Marketing
Author: Stephanie Hintze

A Marketing Strategy to Overcome Immediate Customer Innovation Resistance

Gebonden Engels 2015 2015e druk 9783319113753

Verwachte levertijd ongeveer 9 werkdagen

60,99

In winkelwagen

Samenvatting

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.

Specificaties

ISBN13:9783319113753

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:259

Uitgever:Springer International Publishing

Druk:2015

Hoofdrubriek:Strategisch management, Reclame en verkoop, Marketing

Serie:Contributions to Management Science

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Schrijf een recensie

Uw cijfer

?

Log in om te stemmen

Inhoudsopgave

Focus and Scope: Introduction.- Conceptual and Methodological Foundation: Dealing with Value Chains.- Marketing Supplier Innovations.- Research Design and Methodology.- Qualitative Studies: Pilot Study.- Case Study.- Computational Modeling: Agent-Based Simulation Study.- Integrating Findings: Discussion of Findings.- Conclusions.- Appendix: Details - Pilot Study.- Details - Case Study.- Details - Agent-Based Simulation Study.