haku: @journal_id 69 / yhteensä: 714
viite: 101 / 714
| Tekijä: | Bucklin, L.P. Sengupta, S. |
| Otsikko: | Organizing successful co-marketing alliances |
| Lehti: | Journal of Marketing
1993 : APR, VOL. 57:2, p. 32-46 |
| Asiasana: | |
| Vapaa asiasana: | MARKETING, MARKETINGSTRATEGIE, ZWISCHENBETRIEBLICHE ZUSAMMENARBEIT |
| Kieli: | eng |
| Tiivistelmä: | Co-marketing alliances between firms offered fresh opportunity for strategic advantage. Data for 98 alliances show that gains in effectiveness can be obtained by reducing power and managerial imbalances. Careful project selection and better matching of potential partners also help to enhance alliance effectiveness. |
SCIMA