Ideally, each member of a value chain adds value to a product before someone buys it. Thinking

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Ideally, each member of a value chain adds value to a product before someone buys it. Thinking about a music CD you might buy in a shop, what kind of value does the music retailer add? How about the label that signs the artist? The public relations firm that arranges a tour by the artist to promote the new CD? The production company that shoots a music video to go along with the cut?

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Marketing Real People Real Decisions

ISBN: 9780273758167

2nd European Edition

Authors: Michael R. Solomon

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