Developing and Marketing Alliances

Research output: Contribution to journalArticle (Academic Journal)

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Client pressure is leading to the creation of alliances amongst former rivals, but not every company's culture is ready to accommodate the marketing and other changes needed. Andrew Crossley examines the ingredients of three successful partnerships in the first of a series on alliancing
Original languageEnglish
Pages (from-to)9-11
Number of pages3
JournalConstruction Marketer
Issue number3
Publication statusPublished - Aug 2002


  • alliances
  • marketing
  • segmentation
  • partnerships
  • outsourcing
  • water
  • growth


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