search query: @indexterm trade associations / total: 27
reference: 3 / 27
| Author: | Palmer, A. |
| Title: | Cooperative marketing associations: an investigation into the causes of effectiveness |
| Journal: | Journal of Strategic Marketing
2002 : JUN, VOL. 10:2, p. 135-156 |
| Index terms: | CO-OPERATION EFFECTIVENESS RELATIONSHIP MARKETING TOURIST INDUSTRY TRADE ASSOCIATIONS |
| Language: | eng |
| Abstract: | Firms in many sectors of business cooperate in order to market generic features of their product. This paper reports on a study of the antecendents of effectiveness among a sample of UK cooperative tourism marketing associations. A combination of qualitative and quantitative research methods was used for testing a model of four antecedents of effectiveness: commitment, similarity, reciprocity and governance style. |
SCIMA