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Value Chain Marketing

  • Fester Einband
  • 280 Seiten
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Leseprobe
_Value Chain Marketing (VCM) is a promising strategy to overcome immediate customers' innovation resistance. By pursuing VCM,... Weiterlesen
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Beschreibung

_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.

Autorentext
Stephanie Hintze graduated under the supervision of Prof. Dr. Christian Lüthje at Hamburg University of Technology (TUHH). She worked at the Institute of Innovation Marketing.

Inhalt
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.

Produktinformationen

Titel: Value Chain Marketing
Untertitel: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
Autor:
EAN: 9783319113753
ISBN: 3319113755
Format: Fester Einband
Herausgeber: Springer International Publishing
Anzahl Seiten: 280
Gewicht: 588g
Größe: H241mm x B160mm x T21mm
Jahr: 2015
Auflage: 2015

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