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Value Chain Marketing
- A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
part of the Contributions to Management Science series
- Binding:
- Paperback
- Pages:
- 259
- Published:
- September 23, 2016
- Edition:
- 12015
- Dimensions:
- 155x235x0 mm.
- Weight:
- 4277 g.
Delivery:
1-2 weeks
Expected delivery: December 11, 2024
Description of Value Chain Marketing
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.
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