| Author: | Dickinson, S. Ramaseshan, B. |
| Title: | An investigation of the antecedents to cooperative marketing strategy implementation |
| Journal: | Journal of Language for International Business
2004 : VOL. 12:2, p. 71-95 |
| Index terms: | ENVIRONMENT MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Nowadays firms have to cater environment when they make their decisions about their strategy. Cooperative marketing which is a type of interorganisational arrangement made in relation to functional marketing opportunities or threats is also an important fact in marketing strategy implementation. This research focuses on cooperative marketing in an Australian context. Directions and conclusions for future research are discussed. |
SCIMA