Marketing alliances - formation, intensity, and performance consequences

Rilling, Thomas

Document Type: Doctoral dissertation
Year of publication: 2010
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Kuester, Sabine
Date of oral examination: 1 December 2010
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Subject headings (SWD): Leistungsmessung
Keywords (English): Marketing Alliances , Performance
Abstract: Marketing alliances are ubiquitous in today's markets and are highly relevant for companies. However, while alliance research in general has investigated several aspects of alliances, such as their formation, their management, their evolvement over time, and their performance consequences, a focus on marketing alliances is missing regarding theses issues. This dissertation addresses this gap in academic literature.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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