haku: @author Palmer, A. / yhteensä: 8
viite: 5 / 8
| 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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