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| Tekijä: | Rindfleisch, A. |
| Otsikko: | Marketing as warfare: reassessing a dominant metaphor |
| Lehti: | Business Horizons
1996 : SEP-OCT, VOL. 39:5, p. 3-10 |
| Asiasana: | MARKETING ASSESSMENT CENTRES GROWTH |
| Kieli: | eng |
| Tiivistelmä: | As collaboration between rivals grows, marketers must rethink their long-held view of the market as just a battleground. In this era of relationship marketing, strategic partnerships, and co-marketing alliances , a growing number of marketers have recognized the strategic importance of establishing long-term cooperative relationships with direct competitors. Such relationships along with information sharing, are now commonplace in the computer and semiconductor industries. |
SCIMA