Organizing successful co-marketing alliances

Bucklin, Louis P.; Sengupta, Sanjit
April 1993
Journal of Marketing;Apr93, Vol. 57 Issue 2, p32
Academic Journal
Co-marketing alliances between firms afford fresh opportunity for strategic advantage. Data from 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.


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