TITLE

Collaborate or Compete

AUTHOR(S)
Gummesson, Evert
PUB. DATE
September 1997
SOURCE
Marketing Management;Fall97, Vol. 6 Issue 3, p17
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses about competition and collaboration in the context of services marketing management. According to the author a good marketing must contain an element of both; enough competition to keep managers alert and enough collaboration to make them feel secure enough not to lose a night's sleep. The author pointed out that the vital contribution from relationship marketing is its emphasis on collaboration in three types of relationships: (1) long-term relationships with customers and others in the market; (2) relationships with governments and the media, personal networks, and formal alliances; (3) relationships between internal customers who provide services to each other. To minimize hypercompetition, the author enumerated some strategies the management must employ.
ACCESSION #
9712195372

 

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