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Tekijä: | Palmer, A. |
Otsikko: | Cooperative marketing associations: an investigation into the causes of effectiveness |
Lehti: | Journal of Strategic Marketing
2002 : JUN, VOL. 10:2, p. 135-156 |
Asiasana: | CO-OPERATION EFFECTIVENESS RELATIONSHIP MARKETING TOURIST INDUSTRY TRADE ASSOCIATIONS |
Kieli: | eng |
Tiivistelmä: | 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. |
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