Autori: Collesei, Umberto, Checchinato, Francesca
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.




SICI: 1121-4228(2007)16:2<201:LADMNI>2.0.ZU;2-6
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/25079
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=25079

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