2015 | OriginalPaper | Chapter
Evidence for Strategic Alliances and Relationship Marketing in New Zealand Industry
Authors : Mike Beverland, Phil Bretherton
Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Strategic alliances offer real benefits for industry. This research examines the extent to which strategic alliances have been adopted by several New Zealand industry groups, and asks the question- “to what extent is this due to relationship marketing?”