2015 | OriginalPaper | Buchkapitel
Evidence for Strategic Alliances and Relationship Marketing in New Zealand Industry
verfasst von : Mike Beverland, Phil Bretherton
Erschienen in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
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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?”