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Value chain marketinga marketing str...

Hintze, Stephanie.

Value chain marketinga marketing strategy to overcome immediate customer innovation resistance /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Value chain marketingby Stephanie Hintze.
其他題名:	a marketing strategy to overcome immediate customer innovation resistance /
作者:	Hintze, Stephanie.
出版者:	Cham :Springer International Publishing :2015.
面頁冊數:	xx, 259 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	New productsMarketing.
電子資源:	http://dx.doi.org/10.1007/978-3-319-11376-0
ISBN:	9783319113760 (electronic bk.)

Value chain marketinga marketing strategy to overcome immediate customer innovation resistance /
Hintze, Stephanie.

Value chain marketinga marketing strategy to overcome immediate customer innovation resistance /[electronic resource] :by Stephanie Hintze. - Cham :Springer International Publishing :2015. - xx, 259 p. :ill., digital ;24 cm. - Contributions to management science,1431-1941. - Contributions to management science..

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.

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.

ISBN: 9783319113760 (electronic bk.)

Standard No.: 10.1007/978-3-319-11376-0doiSubjects--Topical Terms:

209607
New products
--Marketing.

LC Class. No.: HF5415.153

Dewey Class. No.: 658.5

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