Value chain marketing: a marketing strategy to overcome immediate customer innovation resistance
Auteur :
Hintze, Stephanie
Éditeur :
Springer International Publishing AG
ISBN :
9783319384788
Date de publication :
24 sept. 2016
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
​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.