ORGANIZING SUCCESSFUL CO-MARKETING ALLIANCES

被引：506

作者：

BUCKLIN, LP ^{[1
]}

SENGUPTA, S ^{[1
]}

机构：

[1] UNIV MARYLAND, COLL BUSINESS & MANAGEMENT, College Pk, MD 20742 USA

来源：

JOURNAL OF MARKETING | 1993年 / 57卷 / 02期

关键词：

D O I：

10.2307/1252025

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：32 / 46

页数：15

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