MARKETING ALLIANCES AND SUCESS FACTORS
Title: MARKETING ALLIANCES AND SUCESS FACTORS
Category: /Business & Economy
Details: Words: 3218 | Pages: 12 (approximately 235 words/page)
MARKETING ALLIANCES AND SUCESS FACTORS
Category: /Business & Economy
Details: Words: 3218 | Pages: 12 (approximately 235 words/page)
EXECUTIVE SUMMARY
The purpose of this paper is to provide a broad overview of the extent and nature of alliances. It seeks to answer some basic questions about alliances in the Business to
Business marketing arena. Are alliances as extensive as the discussions and anecdotal evidence suggests? How have their numbers and character changed over time? Who are the participants? Are the most common alliances between Marketing companies? How are they structured and how much
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Working paper, Graduate School of Business, University of Chicago, 2002. Available on the Internet at home.uchicago.edu/~dtrobins/working/alliances20.pdf
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