To break through marketing clutter

"To break through marketing clutter, companies need to understand customer processes and the processes of their customer’s customer.
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Value chain marketing requires marketers to develop an enhanced understanding of their industry, including activity at successive steps throughout the value chain, and to apply marketing tools to maximize effectiveness of the marketing programme up and down the value chain. New analytic tools to understand the industry must be deployed, and new tools to maximize marketing effectiveness must be developed. Value chain marketing challenges marketers to step into a broader framework where the dividing line between business strategy and market development is sometimes blurred.
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The basic building block for understanding any industry is the macro business system. It includes all industry participants, connected in a successive chain of value added, from raw material production to OEM customers, wholesalers, retailers, retail customers and in some cases recycling. As in macroeconomics, where macro denotes the behaviour of the economy as a whole, the term ‘macro business system’ applies to an entire industry and all players upstream and downstream from a given competitor.
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No industry business system is likely to resemble another.
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Upstream component and material suppliers
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Downstream manufacturers and processors
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Secondary users or OEMs
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Wholesalers
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Retailers
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Consumers and end users
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Recyclers"

Trechos retirados de "Value Chain Marketing" de Jean-Pierre Jeannet