Web of ties

September 2007
Marketing Management;Sep2007, Vol. 16 Issue 5, p5
This article looks at the complicated relationships that many companies have as businesses become more interrelated. Often marketers can find themselves working against a competitor who may also be the company's partner in another venture, or a supplier or even a customer. In an article in the "Journal Of Marketing," authors William T. Ross Jr. and Diana C. Robertson discuss these "compound relationships" and what it means for marketing. The authors say it is important to determine which relationship is dominant in this situation so that managers can determine how the relationship will impact policy.


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