Marketing's Value Added Role in Alliances

Research output: Contribution to journalArticle (Academic Journal)

Abstract

In his second article on marketing alliances Andrew Crossley examines the role of the marketing team in planning and supporting successful alliances. Marketers have a value added role in their development, he argues.
Original languageEnglish
Pages (from-to)20-23
Number of pages3
JournalConstruction Marketer
Volume1
Issue number4
Publication statusPublished - Oct 2002

Keywords

  • partnering
  • centre of excellence
  • QUOTIENT
  • Intelligence
  • STRATEGY
  • alliances

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