haku: @indexterm Industrial marketing / yhteensä: 439
viite: 105 / 439
| Tekijä: | Nowak, L. |
| Otsikko: | Relationships between businesses and marketing research firms: impact of partnering on performance |
| Lehti: | Industrial Marketing Management
1997 : NOV, VOL. 26:6, p. 487-496 |
| Asiasana: | INDUSTRIAL MARKETING MARKETING RESEARCH COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | Many firms are turning from discrete, arms-length, adversarial exchanges with a multitude of marketing research suplliers toward long-term, collaborative relationships with a smaller number of "partners". Advocates of partnering believe that it is a way to reduce total costs and improve quality, while dissenting firms believe partnering can breed complacency. This article present the results of a study that examines performance outcomes. |
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