Titolo Le alleanze di marketing nelle imprese italiane Periodico Micro & macro marketing Anno: 2007 - Volume: 16 - Fascicolo: 2 - Pagina iniziale: 201 - Pagina finale: 219
The purpose of this study is to understand how companies manage the different types of marketing alliances. A literature review was developed and an empirical investigation was then carried out submitting a questionnaire to companies involved in this strategy. The survey results, based on 35 alliances and 75 activities, confirm the presence of three types of marketing alliances - marketing alliance, co-marketing and co-branding - and show the main features of each one.